Today Selfridges unveils a custom-built Climbing Column on Edwards Mews outside the London store, open for six weeks.
The Gorp Girls community, a grassroots group championing women in the outdoors, are the first to scale the 40ft column. Designed in reference to the world-famous Oxford Street store façade, the column is radical in design and bookable for groups of up to six people at a time. 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 set to become an unmissable summer holiday destination.
The Climbing Column launches as part of Sportopia, Selfridges’ season ticket to summer. Throughout July and August, the store becomes a sports venue like no other, with major-league brand collaborations that create immersive destinations in-store, fun and games on every floor, and different ways to connect with sporting heroes and grassroots communities.
Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
