Selfridges has collaborated with mobile phone company HTC to create a temporary 1,700 square metre skatepark replete with ramps, rails, benches and banks, in the middle of London's West End.
The HTC One Skatepark, located in the former Selfridges'Â Hotel behind the flagship store on Oxford Street, reimagines what the shop would like if it was a skatepark.
The design by creative agency Prime and Fire includes ramps that have been finished in Selfridges yellow and mimic the store's iconic carrier bags. A lipstick and pair of sunglasses have also been reimagined as skateable objects.
Inspired by landmarks in the British capital, the project incorporates urban references including yellow road markings and exposed concrete beams.
The designers were also inspired by more specific pieces of street furniture found around the capital including a handrail in Moorgate, a wavy bench near the Thames Barrier that has been appropriated by skateboarders and a marble bank in Euston.
Nestled amongst the various London-themed skating obstacles is HTC's first-ever concept store, which was opened in conjunction with the release of the Taiwanese technology company's One M8 smartphone this week.
A cafe has also been installed inside the space, alongside training facilities for first-time skateboarders.
Across the road, Selfridges has created a dedicated skateboard shop called The Board Room. The retail chain commissioned designers such as Erdem, Kenzo and Christian Louboutin to create limited-edition skateboards, which are available to buy.
There are also one-off designs including a Maison Martin Margiela board which incorporates high-heeled hoof-shaped shoes and a board by Rick Owens that has been made from petrified wood. Roberto Cavalli has also created a leopard-print surfboard as part of the collection.
The temporary facility is open to the public until April 19.