A first of its kind playground meets gaming shop, curated by Smartech, launched in the iconic Corner Shop at Selfridges.
This December, Selfridges launched its first ever gaming destination, Playhouse by Smartech. Smartech took up
residency in the Corner Shop of the Oxford Street store for a total of four weeks. Playhouse is playing host to something new; from live stream sessions and tournaments, to healthy gaming talks and coding workshops. All events are free of charge but with limited spaces, so registration is advised.
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 created mixed
reality experiences that merge digital and physical touchpoints.
Both experienced and first-time gamers are welcome 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 shop is set to surprise and delight from the moment visitors’ step inside.
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 will be 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, centred 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 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. This Christmas
Selfridges is reimagining festive traditions and the Playhouse concept brings that to life, offering extraordinary
experiences alongside one-of-a-kind gift ideas housed in our iconic Corner Shop space.”
Stepping back to consider the wider gaming sector, it’s a market with vast potential. 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).
Snapchat Spectacles V3: Capture your World with 3D Camera Glasses
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Two HD cameras capture 3D photos and videos at 60 fps while four built-in microphones record immersive, high-
fidelity audio. The Spectacles allows you to capture your world in 3D and then relive it with your 3D Viewer. Inspired
by the human eye, the Images from both cameras combine to build a geometric map of the world around you.
Sony Playstation 5 Gaming Console
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 console launch in years. The PlayStation 5 is currently
only available through pre-orders that can be made online and in-store.
Fnatic – Global Esports Performance & Entertainment
Ranging from fast, light and most compact mechanical keyboard to their elite esports performance enhancing
mousepad. ‘Fnatic Gear’ consumer products continue to level up and amplify the gaming performance of users all
across the globe.