What: Selfridges has installed a 40-foot Grecian-inspired climbing column outside its London store as part of its Sportopia campaign, with the GorpGirls collective being the first to climb it.

Why it is important: This installation reflects the increasing popularity of indoor sport climbing, aligning with the upcoming 2024 Paris Olympics, and highlights Selfridges' innovative approach to engaging customers through experiential marketing.

In anticipation of the 2024 Paris Olympics, Selfridges has introduced a 40-foot Grecian-inspired climbing column outside its London store, part of the store's Sportopia campaign. The GorpGirls, a collective promoting women in the outdoors, were the first to climb it. The column, accommodating up to six climbers at a time, celebrates the indoor sport climbing category recently added to the Olympics. Selfridges' Sportopia campaign also includes various sports-themed pop-ups and activities. In June, the campaign featured Lacoste, transforming spaces within the store and the rooftop restaurant into tennis-themed areas, complete with live Wimbledon match screenings and specially curated cocktails.

Selfridges erects Grecian column for Sportopia campaign