In December 2020, Selfridges launched its first ever gaming destination, Playhouse by Smartech. Smartech took up residency in the Corner Shop of the Oxford Street store from Wednesday 2nd December until the abrupt closure on the 19th December due to government restrictions.
The Playhouse concept saw the space transformed into a playground, showcasing the future of gaming, bringing the virtual world into a ‘phygital’ experiment. Innovative applications of established technologies will create mixed reality experiences that merge digital and physical touchpoints.
Both experienced and first-time gamers were welcomed at the playground-meets-gaming shop to discover and try everything from the latest must-haves including PlayStation 5, Xbox and Spectacles by Snapchat, to quirky Nintendo games, retro arcade games and exclusives from the most exciting start-ups within the industry on mobile and PC that might otherwise be missed. Full of Instagrammable moments, such as multisensory VR and play booths, the store saw shoppers queuing up outside Selfridges legendary Oxford Street windows to try some of the exclusive gaming tech on offer.
As part of the launch, Playhouse developed an immersive AR game experience, exclusively for Selfridges, combining virtual and augmented reality technology. Players step into a mixed reality world using the AR game, available on both @theofficialselfridges and @smartechworld Instagram channels. By scanning a QR code at the front of the Oxford Street store, or at home, users were able to interact and play with Alpacas from the game in the real world. The AR Alpaca feature ‘throws’ gifts at players who can try to catch as many as possible on their smartphone to be in with a chance to win the ultimate game bundle from Smartech: a Ps5, Oculus Quest 2 and Snapchat Spectacles V3.
Beyond the interactive games and latest consoles, the Playhouse mission is clear: to unite and inspire the world through play. With every activation, the aim is to create a captivating experience that brings people together, which doesn’t go by the old rule books. “At Playhouse, we bring life and excitement to the future of gaming. We’ve designed a new kind of gaming shop, centered all around play. Imagine stepping into a cartoon or a house of play, you enter into another world for a while. It’s all about nostalgia, creativity, imagination and happiness – everything gaming represents. We let these conversations transpire into meaningful, unforgettable and playful experiences” says Smartech Co-Founder & CEO, Nathalie Bernce.
Selfridges Technology Buying Director, Martyn Stroud, comments: “We’re were 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. Last Christmas Selfridges reimagined festive traditions and the Playhouse concept brought that to life, offering extraordinary experiences alongside one-of-a-kind gift ideas housed in our iconic Corner Shop space.”
Smartech Head of Partnerships, Rob Smith, comments: “Certain categories need their own concept, gaming is most definitely one of them! You won’t be able to find this curation of products anywhere else in the world, from start-up challenger brands to Sony, we’re taking the gaming experience to the next level.”
Due to the success of the concept, the Playhouse by Smartech has secured a move to a permanent location within Selfridges Oxford Street when the store re-opens this Spring.
