HTC One Skate Park at Selfridges

Prime & Fire and Factory Media Launch HTC One Skate Park at Selfridges


The HTC One Skate Park at Selfridges – a Prime & Fire / Factory Media project – threw open its doors last Thursday in a blitz of media coverage and to widespread approval from the skate community.

As part of Selfridges’ Board Games promotion, Prime & Fire conceived and built a skate park themed on iconic London skate spots while Factory Media arranged sponsorship with HTC One to coincide with the launch of the tech giant’s M8 smartphone.

The coordinated project gives Selfridges and HTC One a unique attraction, high profile media coverage plus content and activations to engage their target audience. Meanwhile, the skate community benefits from an entirely free world-class indoor skate park in the center of London.

Proceedings started with an opening party well attended by skate, fashion and media industry big hitters. Now follows three weeks of free public use of the facility, free coaching sessions and a program of events, content and activations arranged by Factory Media.

James Carter, Director of Factory Media and Prime & Fire said: “this project exemplifies how Factory Media and Prime & Fire are uniquely positioned to deliver for clients. With our expertise in action sports, content and production and our own media channels, we’re able to conceive the idea, design, build and manage the facility, engage the core community and create amazing content for distribution through our specialist media”.

The free to use park is open daily until April 19 and is located in the Old Selfridges Hotel on Orchard Street, directly next to the world famous Oxford Street department store.


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