# In-Store Boxing Rings 'Lamyland' is Taking Place in Selfridges London on Oxford Street By Ell Smith | Published 2018-01-30 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/lamyland References: [psfk](https://www.psfk.com/2018/01/selfridges-boxing-ring-artist-collection.html) & [selfridges](http://www.selfridges.com/GB/en/features/articles/content/lamyland) The artist and creative director Michèle Lamy has launched an [interactive experience](https://www.trendhunter.com/trends/lower-body-spray) entitled 'Lamyland,' which is inviting consumers to try out the artist's line of active wear and boxing equipment, from the convenience of an [in-store boxing ring](https://www.trendhunter.com/trends/the-jacquemus-bowling-alley). Located at Selfridges London on Oxford Street, this exciting brand launch welcomes consumers to gear up, and take part in some of the scheduled boxing workshops. This series promotes Lamy's entire collection, which, in addition to active wear, consists of memorabilia, jewelry, fragrances and art. To add to the excitement, this line will also feature special edition collaborations with brands like Versace and [Everlast](https://www.trendhunter.com/trends/premium-boxing-training-equipment). Lamyland's open-to-all training schedule will launch next month, and for now, shoppers are welcome to browse the exciting in-store collection. ## Trend Insights (Trend Hunter) - Score: 3.5/10 - Popularity: 38% | Activity: 60% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Interactive Retail Experiences:** Creating in-store experiences that allow consumers to actively engage with products and brands, such as in-store boxing rings. - **Collaborative Brand Partnerships:** Collaborating with other brands to create special edition products and enhance the consumer experience. - **Multifunctional Product Collections:** Expanding product lines to include a variety of items, such as active wear, jewelry, fragrances, and art. ### Who This Affects Most - **Retail:** Retailers can attract customers through interactive experiences and collaboration with other brands. - **Fashion:** Fashion brands can create multifunctional product collections that appeal to a wider range of consumers. - **Fitness Equipment:** Manufacturers of fitness equipment can explore innovative ways to showcase and sell their products within retail environments. ## Related on Trend Hunter - [Surrealist Pop-Up Installations](https://www.trendhunter.com/trends/surrealist-popup.md) - [Singer-Themed Art Exhibitions](https://www.trendhunter.com/trends/flannels-x.md) - [Silk-Forward Retail Experiences](https://www.trendhunter.com/trends/lilysilk-concept-store.md) - [Poetry-Inspired Retail Activations](https://www.trendhunter.com/trends/the-poetry-pharmacy.md) - [Holiday Activewear Pop-Ups](https://www.trendhunter.com/trends/gymshark-popup.md) - [Immersive Luxury Cosmetics Pop-Ups](https://www.trendhunter.com/trends/la-beaut-louis-vuitton1.md) - [Luxury Department Store Takeovers](https://www.trendhunter.com/trends/burberry-and-harrods.md) - [Pop-Up Luggage Retail Activations](https://www.trendhunter.com/trends/antler-retail-popup.md) - [Playground-Inspired Tech Retail Experiences](https://www.trendhunter.com/trends/tech-playground.md)