Brand Snapshot | Lamyland: Pop-up boxing gym at Selfridges

Selfridges has just launched a new Radical Luxury campaign looking at what luxury means today – and what it might mean tomorrow.

In a partnership with Michèle Lamy – one of the fashion world’s most radical creatives – and London-based BXR, Selfridges have a pop-up Boxing Gym from 01 to 28 February 2018, offering team coaching with elite boxers. Just
perfect for an unusual and energetic team offsite or for creative client entertaining!

Michèle Lamy is taking up residence in The Corner Shop at Selfridges London, Oxford Street. Using boxing as a metaphor for exploring wider cultural, spiritual and social questions, Michèle (a lover of boxing) is giving The Corner Shop a radical makeover with exclusive activewear and boxing merchandise designed in collaboration with artists and innovative designers. Alongside this, Selfridges is also launching their own boxing gym in the Ultralounge on LG.

BXR London, the world’s first boutique boxing club, will also be in residence at the Ultralounge on LG at Selfridges
Oxford Street from 1 to 28 February, in collaboration with renowned artist, creative director and producer
Michèle Lamy.

Throughout their latest creative campaign (running until June 2018), Selfridges invite you to explore what luxury means today – and what it might mean tomorrow – with engaging installations, truly extraordinary creations and insightful debates and ideas, starting with Lamyland.

Discover more at