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Friday 6 July 2012


Selfridges London and Nike are marking the summer of sport with the NIKE House of Innovation at Selfridges, a stunning experiential retail space designed for today’s style savvy, digitally connected athlete.

From 6 July to 12 August, the Ultralounge on LG becomes a futuristic space combining the best physical and digital experiences, allowing you to trial and buy the latest digitally enabled Nike products as well as limited edition sports inspired lifestyle collections. Inspired by the Nike+ FuelBand, the NIKE House of Innovation at Selfridges will be split into several distinctive zones, featuring interactive experiences designed to encourage and reward movement.

Anita Barr, Director of Menswear at Selfridges, comments: “In what promises to be one of the most exciting years for London in history, our teams are working hard to ensure that the NIKE House of Innovation at Selfridges offers an inspiring experience for our shoppers, who come to us expecting to find something they’ve never seen before. Through cutting-edge technology, interactive customer experiences and a unique product offering from the world’s premier sports brand - the experience in the Ultralounge will absolutely deliver that.”

The NIKE House of Innovation at Selfridges will also celebrate the culture and style of sporting innovation with a regular programme of free events and seminars featuring appearances from athletes, Nike designers and some of London’s most influential creative figures. Join us every Friday evening for a Fuel Session, powered by Beats By Dre and featuring a new guest DJs each week.

Join us every Saturday 10am - 6pm when DJ Magdi Fernandes will be providing the NIKE House of Innovation soundtrack.

The NIKE House of Innovation at Selfridges is open daily from 6 July to 12 August at the Selfridges Ultralounge on LG.