Selfridges gives gaming destination Playhouse permanent residency

Selfridges is giving Playhouse, its gaming destination, a permanent home in its Oxford St store.

The department store collaborated with tech brand Smartech to set up Playhouse in its pop-up, The Corner Shop back in December.

Shoppers were able to venture into Playhouse and try everything from the Playstation 5 to the Xbox Series X and a range of other augmented reality devices such as Spectacles by Snapchat and Oculus Quest 2.

Smartech developed a brand new AR gaming experience exclusively for the launch.

The interactive experience gives shoppers the opportunity to step into an AR game where they were able to interact with augmented Alpacas.

Playhouse was due to run until 3rd January however was cut short due to the pandemic.

However, due to the initial success of the pop-up, Smartech and Selfridges have reached an agreement for the gaming zone to have a permanent location in the London branch when the retailer is due to open its doors again in the Spring.

READ MORE: Selfridges will now sell fresh produce grown inside its own stores

The tech brand have been allocated a 200sqm “playground” on Selfridges’ lower ground floor.

Playhouse will mark the second permanent fixture from Smartech in the London flagship after an agreement was made for the popular Bike Shop to continue on Selfridges lower ground floor.

The forward-thinking tech playground will play host to 80 carefully innovated brands and devices, including a flying selfie camera that follows you, a self-cleaning water bottle, a digital canvas or a solar-powered wallet.

“2020 was a tough year, especially in retail,” Smartech head of partnerships Rob Smith said.

“Both concepts launched at Selfridges’ iconic Corner Shop, which is usually reserved for fashions biggest brands, in 2020. This meant that not only was Smartech the first tech brand to make it into The Corner Shop, but the first brand ever to take The Corner Shop twice in the same year.”

Selfridges’ technology buying director, Martyn Stroud said: “We’re excited to be welcoming customers back into store with the addition of our first gaming destination,”

“A place where people can try out the latest in must-have consoles as well as innovations from top start-up brands and the exclusive AR alpaca game.”

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