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To celebrate the vibrancy of the city of Birmingham throughout summer 2022 and beyond, Selfridges Birmingham has created an immersive in-store Creative Playground, aimed at encouraging play at every age. 

From 28th July to 7th August, visitors will see the store transform into a hub of creativity, featuring interactive installations, live music, beauty workshops, pop-up shops and curated food menus. Selfridges is inviting customers to ‘kidult’ their way around the store, encouraging all ages to engage in play and be inspired by the events taking place.


On Floor 1 visitors can expect to be greeted by an inner-city playground, encompassing all the elements needed for a fun family day out. With a variety of installations and interactive games such as Connect 4, See Saw, Noughts and Crosses, a Beads Board, and a Lego Table, families can immerse themselves in a day of play, where the fun isn’t just for kids. A creative wayfinding route will also feature throughout the store and is suitable for both children and adults – may the fastest family member win!


Inspired by an 80’s arcade, Floor 2 will transform into a FREE gaming zone, with games including Air Hockey, Step Maniax, PAC-Man, Temple Run or Speed of Light. Visitors to the store are invited to challenge their friends and family to a little bit of healthy competition and give their inner child a dose of nostalgia.


Head to Floor 3 for all things make-up, with a series of beauty workshops taking place from 27th-31st July. With tickets starting at £20, visitors can join beauty brands Armani, Kiehls, Lancome, Tom Ford and Valentino to finesse their make-up skills and learn new techniques. A special visit from celebrity make-up artist Fortunato Benavoli and Business manager for Armani Nicki King are not to be missed from this line up. Following the beauty workshops, guests are encouraged to stop by the Ball Pit Wall to snap the perfect Instagrammable shot.

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Throughout the Creative Playground customers can experience food from around the globe, by sampling dishes from restaurants that have been created for the Creative Playground. Tonkotsu, Ed’s Diner, Kouzina, YO!, Fumo and Gran Café will all be taking part.

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Visitors can also enjoy a fully immersive experience at Greek restaurant Kouzina on Saturday 30th and Sunday 31st July, including live traditional Greek music and dancers. The final weekend of activations will see DJ’s and performers joining in the festivities as the city's celebrations come to a conclusion.

The Creative Playground is a destination for the whole family, activations are aimed at all abilities and are complimentary to all visitors.