This week legendary London skate store Slam City Skates launched a concession within Selfridges as part of the department store’s new Board Games campaign.
The concession will run throughout March and April on the Selfridges ground floor and houses a select range of clothing and footwear brands alongside the usual array of skate hardware with a similar appearance to Slam’s East London store.
Board Games is to celebrate the influence that surf and skate have on the Spring/Summer campaigns of many of Selfridges staple, typically ‘fashion’ brands. Alongside the Slam concession, the ‘Board Room’ as it has been named also includes a wall of over 50 limited edition boards from fashion designers such as Stella McCartney, Rick Owens, Jil Sander and Sophia Webster. The final piece of the puzzle is the HTC One Selfridges Skate Park which is to open in the Old Selfridges Hotel in the coming weeks.
It’s certainly an interesting combination. Slam’s influence and credibility in skateboarding is unrivalled in the UK and joining forces with a globally recognised store like Selfridges can only be good for the their legacy. On the other side, the whole Board Games campaign does appear to show Selfridges attempting to ‘cash in’ on the skateboarding ‘trend’ and there are plenty of voices out there who I’m sure will have something to say about the involvement of some of the other brands inclusion in the Board Games arena.