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Published
Feb 4, 2020
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Icon Outlet at the O2 unveils selfie factory for influencers

Published
Feb 4, 2020

As the race to find the next big thing in retail intensifies, shopping centres and retailers are turning to innovative concepts to make visiting bricks-and-mortar locations an exciting event.


Selfie Factory


The latest of these efforts is the new Selfie Factory, which is popping up at the Icon Outlet at the O2 until mid-March. 

Concocted for Instagram users, the selfie-focused experience offers various social media-ready photobooth scenes, including a giant ball pit room, a doughnut wall, and a pink supermarket.

Visitors can get 30 minutes, 60 minutes and whole-day slots to create high quality content for their Instagram page.

The Selfie Factory has previously opened successful pop-ups in Brighton, Bluewater and Westfield Stratford.

Commenting on behalf of AEG and Crosstree, Marion Dillon, leasing director for Icon Outlet at The O2, said: “The Selfie Factory pop-up is another opportunity for our visitors to immerse themselves within our experience-led offering at The O2, alongside shopping at premium fashion brands.” 

Located on the lower level of the outlet centre, Selfie Factory joins KickTown, an interactive football challenge experience devised by Harry Lewis, who owns one of the world’s largest dedicated football YouTube channels, WS2.

KickTown adds another layer to the centre’s experiential events, inviting children and adults to get off the couch and into physical and interactive football challenges.

Will Bower, managing director of Selfie Factory, said it was the presence of leisure activities like KickTown that made the location an ideal target for his social media-led experience. 

“The destination’s strong millennial customer base also aligns seamlessly with the focus of our concept towards the ‘Instagram generation’ keen to create and share their own selfie content,” he added.

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