Technology-led football challenge to open in December
Icon Outlet at The O2, the 210,000 sq ft outlet developed by AEG and Crosstree Real Estate Partners, has announced the signing of KickTown, a technology-led football challenge experience.
KickTown is set to take a 3,000 sq ft sized space within Icon Outlet and will open its doors in December. The concept was devised by Harry Lewis, owner of one of the world’s largest dedicated football YouTube channels, WS2, which has 14.6 million subscribers.
Taking inspiration from his infamous YouTube broadcasted football challenges, the primary focus of the venue will be on the physical challenges themselves. Each challenge attempt will be recorded, allowing participants to leave not only with their scores but also footage of their attempts. Challenges include kicking a football in the boot of a supercar, a giant ricochet ramp, and an augmented reality goalie game.
Harry Lewis, owner of WS2, said: “The O2 stands out to myself and the KickTown Executive Team as the perfect platform with which to launch our exciting new concept. The experience will allow users to compare scores and share videos of their attempts online as well as be part of our KickTown Football Challenge community from a far with our app and mobile games.”
KickTown’s CEO, Jonathan Buchanan, added: “The ability to operate alongside premium sports brands at Icon Outlet provides us with an amazing opportunity to unite both traditional and modern experiences and will hopefully encourage the cross-pollination of audiences.”
Lunson Mitchenall and Davis Coffer Lyons are the leisure agents for Icon Outlet. CBRE and CWM are the retail leasing agents for Icon Outlet.