Selfridges launches world's first in-store boxing gym

By

Barbara Santamaria

Published
Feb 1, 2018

A fully-functioning boxing gym has popped up on the lower ground floor of Selfridges Oxford Street as part of a campaign exploring what luxury means today.

The boxing gym is fully equipped with 20 heavy water-loaded rubber punch bags, 20 strength and conditioning stations and a bespoke boxing ring. Customers can take part in 55-minute group boxing classes or book a private personal session.

The initiative, described as the first in the world, has been conceived by Michèle Lamy, the wife and creative mind behind Rick Owens, as she launches a series of projects under a new umbrella campaign for Selfridges.

In addition to the boxing gym, Lamy will explore the meaning of luxury today through a selection of exclusive designer and artist collaborations featuring Supreme, Everlast, Off-White, Craig Green, Gareth Pugh and Versace, among many others. These collections will be available at the Selfridges Corner Shop.

The gym is the first in the series of projects and will be open for a month. It is a collaboration with and run by BXR London, the first boutique boxing club launched in January 2017 by boxing superstar Anthony Joshua and a group of investment partners including Mark Ronson and boxing promoter Eddie Hearn.

Group classes are £23 and private sessions are from £90 for 55 minutes.