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Selfridges: Skate Bowl

With the new breed of luxury shoppers questioning the tropes of traditional luxury and valuing experience and authenticity over acquiring more products, Selfridges knew they needed to find a way to future-proof their position, reconnect and expand their consumer base.

— TCO SOLUTION —

TCO launched a new breakthrough retail concept dedicated to menswear but welcoming of female shoppers who like to buy men’s fashion. Built to form a cultural and social hub within the space, The Bowl is a fully enclosed skate bowl, conceptualised by The Mighty-Mighty and installed to sit in the window overlooking the corner of Oxford Street and Duke Street. The Designer Street Room is anchored by a custom-built Land Rover Defender and a new London landmark of fashion retail in the UK’s only free wooden skate bowl.

Selfridges: The Bowl

 
 

— The Challenge —

With the new breed of luxury shoppers questioning the tropes of traditional luxury and valuing experience and authenticity over acquiring more products, Selfridges knew they needed to find a way to future-proof their position, reconnect and expand their consumer base.

— TCO Solution —

TCO launched a new breakthrough retail concept dedicated to menswear but welcoming of female shoppers who like to buy men’s fashion. Built to form a cultural and social hub within the space, The Bowl is a fully enclosed skate bowl, conceptualised by The Mighty-Mighty and installed to sit in the window overlooking the corner of Oxford Street and Duke Street. The Designer Street Room is anchored by a custom-built Land Rover Defender and a new London landmark of fashion retail in the UK’s only free wooden skate bowl.

— AT A GLANCE —

  • UK’s only permanent free skate bowl

  • Luxury retail reimagined

  • Curated pro-skaters to attend launch event

  • Covered by Hypebeast, Forbes, The Guardian

  • Positive sentiment on core skateboarding platforms

 
 

"We see our physical stores as social hubs, as much as we do retail spaces - it's something which has been part of our DNA since the the store opened in 1909. The introduction of a working skate bowl is a decision we arrived at early on."

Bosse Myhr, Head of Menswear at Selfridges

 
 

— PRESS —

“It’s so nicely made that it looks like a cross between the bowl in Supreme LA and an artisan boat.”

sidewalkmag.com

 
 

— THE BUILD —

The build in numbers:

The number of hours to design components in 2D & 3D for build. – 320 hrs (40 days)

The number of hours to make components in workshop – 720 hrs (90 days)

The number of hours to build on site – 2,400 hrs (45 days across a building team of up to 8 people)

The number of fixings used – 30,000

The number of metres of CNC (computer numerical control) cutting of plywood – 5,000 metres

Length of steel coping – 40 metres

Area of bowl – 95 sqm

Riding height from ground of low section – 1.45 metres (4’ 9”)

Riding height from ground of low section – 2.12 metres (6’ 11.5”)

Weight – 6 tons