Selfridges launches in-store boxing gym as part of latest campaign
Selfridges has opened what it says is the world’s first fully-functioning in-store boxing gym at its Oxford Street store in London.
The Boxing Gym is a collaboration with BXR London, the boutique boxing club launched last year by world heavyweight champion Anthony Joshua and a group of investment partners including Mark Ronson and boxing promoter Eddie Hearn.
The BXR residency at Selfridges will run for a month and is part of Lamyland, the opening act in a series of projects under the retailer’s new umbrella campaign Radical Luxury through which Selfridges is inviting customers to discuss the meaning of luxury today.
Lamyland is the brainchild of designer and artist Michèle Lamy who was commissioned by Selfridges to interpret luxury in a personal and radical way.
The campaign will include a range of other designer and artist collaborations featuring Supreme, Everlast, Off-White, Craig Green, Gareth Pugh and Versace. Items from the collaborations will be available through Selfridges Corner Shop, a retail destination dedicated to temporary themed residencies.
The 3,5000 square foot Boxing Gym is on the lower ground floor of the store and features 20 heavy water-loaded rubber punch bags and a bespoke boxing ring. There are 20 strength and conditioning stations set up in the space, each including a training mat, two dumbbells, one kettle bell and a choice of weight plates. The space also offers 55-minute group boxing classes and private personal boxing sessions with one of BXR’s elite coaches.
Joshua said: “BXR’s residency at Selfridges is exciting as it gives more people the opportunity to experience boxing and how it can be used not only to get fit but to build structure and regime in your everyday life."
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