The Birmingham store is to become a sports venue like no other, with major-league brand collaborations that create immersive destinations in-store through events and fun and games on every floor. Sportopia welcomes everyone to support, socialise and play.
Selfridges say: “For six weeks from 25 July, visitors can even scale the wall in the atrium within store. Inspired by Selfridges’ 100-year legacy of sporting spectacle, the climbing wall will be an unmissable experience: radical in design and made to bring people together.
The wall is bookable for groups of up to six at a time, managed by professional climbers and stands at an impressive 30 ft in height.”
The Climbing Wall, from July 25 to September 1, enables visitors to climb the store’s custom-designed, 10-metre climbing column.
The Active Inclusion Network, a grassroots community group championing diversity and inclusion in the outdoors, were the first to scale the wall.
In addition to being the inaugural climbers, the Active Inclusion Network CIC has collaborated with Selfridges to create exclusive window designs that will be on-show until September.
Founded by Haroon Mota, the Active Inclusion Network is made up of three subsidiary groups: Muslim Hikers, the biggest community in the world for outdoor Muslim enthusiasts, Muslim Runners, and Muslim Cyclist, all which work to tackle underrepresentation in the industry.
Speaking on the launch, Haroon said: “I founded the Active Inclusion Network to empower people, so they have the awareness and confidence to be able to do things independently, whether that’s solo fitness or climbing a 10m climbing wall!
“That’s why we’re so excited to collaborate with Selfridges on the launch of the wall, as it challenges people to get out of their comfort zone and try something new.”
With indoor sport climbing in the Olympic line up this year after making its debut in the Tokyo Games in 2021 and a huge rise in popularity of climbing globally, the climbing wall is to become an unmissable summer holiday destination.
The Climbing Wall has been designed in partnership with Los Angeles-based multi-discipline creative studio – and frequent collaborators of Virgil Abloh – PLAYLAB.
Each session lasts for 45 minutes and includes a 15-minute briefing and 30 minutes of climbing time. Tickets are £12.50 for adults, £9.50 for children and £37 for a family of four with a minimum of one adult and one child within the group.
A maximum of six tickets can be booked per time slot. Opening times are Monday to Saturday 10am to 6.30pm and Sunday 11am to 5pm.
Meanwhile visitors can celebrate the launch of Sportopia at the Little Sportopia: Kids Party, the ultimate summer sports party on 1st August. Across Kids’ and Toys on 1, visitors can enjoy live music, crafts and sporty games, face painting, plus complimentary sweet treats and refreshments.
Click here to book your space and to find out more.
Dates in August are also to be confirmed for the first ever Selfridges Birmingham run club in partnership with Better the Next Day: the club created by Jake Williamson to provide a safe space for anyone who wants to get moving. The Run Club starts from the Medicine Terrace.
Open to Selfridges Unlocked Keyholders, with no sign-up fee or membership required, participants can meet in the atrium on 1 and come along for a 3k run around Birmingham city centre, at your own pace.
