PLAYHOUSE’ – THE NEW GROUNDBREAKING GAMING DESTINATION IN SELFRIDGES – IS LAUNCHED

A FIRST OF ITS KIND PLAYGROUND-MEETS-GAMING SHOP – CURATED BY SMARTECH – LAUNCHES AS A PERMANENT DESTINATION IN SELFRIDGES LONDON

Smartech Retail Group hosted a number of media, influencers, gamers, YouTubers and VIPs to celebrate the launch of Selfridges London’s first gaming destination: The Playhouse. The guests were treated to hours of fun and play with world-first exclusives in the gaming, tech and XR/VR worlds.

The 200 sqm store is the first Playhouse flagship store to feature first-ever retail experiences alongside an innovative and interactive new retail format, elements of which will be introduced to more stores in the coming years.

The format is designed to create an immersive world of play, blending unique digital and physical experiences. It has been developed as part of Smartech Retail Group’s strategy to innovate its stores as customers seek more personalised and interactive retail offerings. Despite the rapid growth in e-commerce, brick-and-mortar stores continue to play a critical role in strengthening consumers’ connections with brands and in helping people to discover new products.

Following the success of the iconic Selfridges Corner Shop takeover in Dec 2020, the Playhouse will transform the technology space on Selfridges’ lower ground floor into a playground, showcasing the future of gaming and bringing the virtual world into a ‘phygital’ experience. The launch takes place as part of a transformation of the technology department at the Oxford Street store, offering customers a more experiential visit.

Nathalie Bernce, Co-Founder & CEO of Smartech, said: “Playhouse is a new kind of gaming shop, set out to create unforgettable experiences people will enjoy as memories long after they leave. We have designed Playhouse to fire up imagination and spark creativity. At Playhouse, we want people to walk into the store and feel immersed, inspired and excited by the world of play and we can’t wait to finally welcome customers back to our store.”

Both experienced and first-time gamers are welcome at the playground-meets-gaming shop to discover and explore the latest must-haves including PlayStation 5, Xbox X and Spectacles by Snapchat. The product assortment ranges from the latest drops to retro arcade games and highlights exclusives from the most exciting start-ups within the industry on both mobile and PC.

Playhouse is designed to surprise and delight from the moment visitors step inside. Customers will have the opportunity to pre-book the Playhouse’s experiences such as the world-first retail ‘RobocomVR Transformer – Invasion of the Decepticons’ that immerses people through an amazing virtual world of transformers and the awe-inspiring and interactive E-sport Studio debuts Aston Martin’s AMR-C01 racing simulator to get the adrenaline running. With the Retro Playground visitors can have fun with Polycade’s 12K Gold Arcade Machine, a truly interactive luxury experience that allows you to reimagine the concept of arcade gaming.

Filled with Instagrammable moments, Smartech has collated a variety of monthly events, collabs and experiences that encourage hands-on-play, leaving a lasting memory in the world’s-first retail experience that reimagines gaming. Customers will be able to experience coding workshops promoting females in tech, and a live artist personalisation station with Controller Modz and PS5 Fifa tournaments – just to name a few. Applications of established technologies will create mixed reality experiences that merge digital and physical touchpoints – e.g. in-store gaming-PC building workshops powered by Battlerigs. Playhouse goes beyond the interactive games and latest consoles and looks to unite and inspire the world through play.

Selfridges Technology Buying Director, Martyn Stroud, comments: “After a successful collaboration last year, we’re excited to introduce the Playhouse concept to a permanent destination in our technology department where visitors can try out the latest in gaming innovations such as VR and simulators. The launch takes place as part of a transformation of our tech department, offering customers more experiential elements and reasons to come and visit.”

By 2021, the global video games market is estimated to surpass a total value of $138bn (£105bn, €121bn), while some 64% of the population describe themselves as gamers (sources: Statista, Nielsen).

The Playhouse by Smartech is now permanently located at Selfridges Oxford Street and launches on the 24th of August 2021. The majority of the collection will also be available at selfridges.com and smartech.buzz.

The Experiences in Detail

RobocomVR
A Worldwide Exclusive Launch of the First Fully-Immersive, Award-Winning VR gaming Experience 

Robocom VR introduces the virtual era of the robot community, giving users the ability to portal into new dimensions of gaming, fully immersed and in control of their destiny. Launching with ‘Transformer VR – Invasion of the Decepticons’ – the virtual reality video game, developed in partnership with Hasbro, it lets users take on the mighty Decepticons using a robotic shell. Robocom VR launches their game for the first time in Europe with Playhouse by Smartech.

Aston Martin – AMR-C01
A Worldwide Exclusive Launch of Aston Martin’s Debut Racing Simulator

AMR-C01 was developed by Aston Martin to be its very first racing simulator. The AMR-C01 is much more than a simple digital set-up: it pairs high-end software and hardware developed by Curv with a physical racing experience based on Aston Martin’s own sports cars, creating a luxury Esports experience for the home user, whether a private enthusiast or a career driver. Available only as an exclusive experience to limited VIP customers, the AMR-C01 is the most sought-after luxury retail experience only available at Playhouse by Smartech, Selfridges, London.

Goldcade by Polycade
A Worldwide Exclusive of Goldcade – the World’ First Gold Retro Arcade Machine

Introducing the World’s first-ever gold arcade machine. This calibre of luxury brings walls, floors and ceilings to life with individuality and uniqueness, a new point of singularity for gamers seeking authenticity everywhere. Polycade reimagines arcade gaming for the modern-day with a powerful system to run the new generation of arcade hits along with your favourite nostalgic classics! Goldcade is the world’s first and only golden arcade console. Being a fully connected arcade platform designed to play both classic and modern games, Goldcade brings an element of pure luxury to the retro-gaming experience designed for those wanting the most ultimate exclusivity and enjoying classic favourites or wanting to discover new titles.

Facebook Oculus Quest 2
The Most Advanced all-in-one VR Headset

Oculus Quest 2, the next generation of all-in-one VR. Quest 2 pushes the state of VR forward with a redesigned all-in-one form factor, new touch controllers and our highest-resolution display ever. Blur the line between dreams and reality with Oculus. Being the catalyst that transforms your vision into reality, we invite you to lift the lid on what it means to interactively game and truly immerse yourself. Embodying experiences that feel authentic and organic is a hard-to-find feature- and the deep reflective process Playhouse has undergone effortlessly meets you at a standpoint that is awe-inspiring. Featuring a blazing-fast processor and next-gen graphics, the Oculus Quest 2 allows you to play, explore and create with access to the full library of Quest games and content. If you’re working from home, Quest 2 can also assist you with productivity through its Work from Home collection of featured apps. It delivers fresh experiences for enthusiasts and new opportunities for developers, all while introducing immersive gaming to newcomers across the globe. Explore awe-inspiring games and experiences with unparalleled freedom. Untether your expectations.

Sony Playstation 5
The Next-Generation Gaming Console 

Introducing the all-new Playstation 5 by Sony. The PS5 console unleashes new gaming possibilities that you never anticipated, invigorating a real renaissance within the gaming realm. Marvel at incredible graphics and experience new PS5 features and breathtaking immersion. Discover a deeper gaming experience with support for haptic feedback, adaptive triggers and 3D Audio technology. Play has no limits. It’s the most highly anticipated and game-changing console launch in years. The Playstation 5 is currently only available through pre-orders that can be made online and in-store. You can register your interest at smartech.buzz now with a limited release coming very soon.

Snapchat Spectacles V3

Capture your World with 3D Camera Glasses

Meet Spectacles: a camera inspired by the human eye and powered by your imagination. They’re a step closer to a camera that can interact with the world around you. The two HD cameras capture 3D photos and videos while four built-in microphones record immersive, high-fidelity audio. The reclassification of how we capture memories is cleverly pioneered by Spectacles, allowing you to study your memories in fragments that make you feel as if you are reliving the moment. The Spectacles allows you to capture your world in 3D and then relive it with your 3D Viewer. The images from both cameras combine to build a geometric map of the world around you. With this new sense of depth perception, you can experience – and reimagine – your memories like never before. Photos and videos wirelessly sync to your phone, where you can edit and transform them with a new suite of 3D effects on Snapchat. Discover a new way to look. Your world, the way you see it.

About Smartech

The Smartech Retail Group is an experience-led retailer born in 2016 with a mission to help creators all over the world to tell their stories and help people of the world to discover the future. Since inception, Smartech Group has developed over 15 one-of-a-kind concept stores in exclusive partnership with the world’s best department stores across 3 continents in over 10 countries including UK, Europe, the US and Asia. Smartech Group has an array of exciting and world-class brands as Smartech, The Bike Shop and Playhouse creating unforgettable experiences that amaze and amuse by bringing life to what the world is creating.

About Selfridges

Thought-provoking, unconventional and fearlessly creative, Selfridges has always sought to do things a little differently. More than a shop, Selfridges is a social centre with sustainability at its heart, powered by imagination, curiosity and creativity. The only store to be named the Best Department Store in the World four times, Selfridges offers a shopping experience that promises to surprise, amaze and amuse its customers by delivering extraordinary experiences.

Selfridges is committed to transforming the way we shop physically and digitally. From its in-house Cinema, restaurants and bars, skate bowl and extraordinary events calendar, to celebrate new and upcoming artists and designers, Selfridges has always been more than the sum of its products.