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Selfridges and Nike host World Cup "pop-up stadium"

Sportswear brand Nike will open a “pop-up stadium” in department store Selfridges in London next week, showing World Cup games.

The Nike Stadium at Selfridges will be in Selfridges Ultralounge, the London store’s 3,500 sq ft arts and exhibition space on the lower-ground floor.

It will be filled with 62 plasma screens with surround sound, ranging from 19” to 50” wide, as well as a central 4x4-metre screen. Shoppers will be able to watch every match from Monday to Friday, unless they conflict in which case Selfridges will select one game from that time slot.

The adjacent rooms will house table football tables and video games. There will also be an exhibition of iconic Nike football kits that were worn during previous World Cup tournaments.

The design of the Nike Stadium at Selfridges was inspired by the Brazil football kit and will use yellow, green and blue.

The stadium coincides with the launch of a Nike concession in Selfridges first floor menswear area. This space will stock Nike sportswear including exclusive pieces unavailable elsewhere in London.

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