AEG and Crosstree Real Estate Partners have announced the opening of the UK’s first selfie-focussed experience, at The O2. The quirky, customer driven concept formally launched to the public on Saturday 1 February and is set to run for six weeks.

Located on the lower level of ICON Outlet,  Selfie Factory spans 2260sq ft which homes numerous dynamic photobooth scenes, including a giant ball pit room, a doughnut wall, and a pink supermarket. Positioned opposite KickTown, the world’s first interactive football challenge experience, Selfie Factory is tailor-made concept for today’s Instagram generation; visitors can buy tickets for 30 minute, 60 minute and whole day slots. Following successful pop-up tenancies in Brighton, Bluewater and Westfield Stratford, The O2 is the fourth site for Selfie Factory.

Will Bower, Managing Director of Selfie Factory, commented: ‘The O2’s high footfall figures, iconic entertainment status and the presence of other premium leisure activities, such as KickTown, made the location an ideal target for us. 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. We look forward to welcoming visitors to our pop-up over the next six weeks.’

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 such as Calvin Klein, Nike and adidas within ICON Outlet. Selfie Factory adds another facet our 360-degree entertainment, fashion and hospitality offering; a concept suited to our Instagrammable location, events, and consumer audience.’

Selfie Factory’s recent opening follows the international debut launch of the world’s first tech-led physical football experience, KickTown, at The O2 in December 2019. Driven by influential football vlogger, Harry Lewis, whom has over 14.5 million You Tube subscribers, the concept aims to get children and adults off the couch and into physical and interactive football challenges. Completing The O2’s entertainment offering is ICON Outlet’s growing food and beverage portfolio, with international Chinese hot pot specialists, Hai Di Lao, set to open their doors at the venue later this year.

CWM are the retail leasing agents for ICON Outlet, with Lunson Mitchenall leading on the leisure and food and beverage leasing.