KickTown prepares for kick off at Icon Outlet

The Icon Outlet centre at the O2, on the Greenwich Peninsula in South East London, is to become home to the first of a new kind of leisure venture.

KickTown is a technology-led 'football challenge experience' that has taken a 279 sqm (3,000 sq ft) space within the centre for its first branch. It is due to open in December this year.

The concept is the brainchild of Harry Lewis, owner of one of the world’s largest dedicated football YouTube channels, WS2, which has 14.6 million subscribers. The channel features football-based challenges, which visitors will be able to try. They will leave with not only their scores but footage of their efforts.

Challenges will include kicking a football into the boot of a supercar, hitting a giant ricochet ramp, and beating an augmented reality goalkeeper. Technology will sit at the heart of the KickTown experience, with a dedicated KickTown app and ‘KickBand’, an NFC enabled wristband connecting visitors’ physical challenge scores with the digital app platform, as well as uniting both the dedicated physical and digital football communities.

“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,” says Harry Lewis.

Design has been carried out by an in-house team. KickTown CEO Jonathan Buchanan adds: “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.”

“KickTown will join premium sportswear giants Nike, adidas, ASICS and New Balance to enrich our increasingly interactive sports offering and complement the unrivalled fashion, leisure, and hospitality names all under the roof of The O2,” says Marion Dillon, leasing director at Icon Outlet for centre owners AEG and Crosstree Real Estate Partners.

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