Selfie Factory opens fourth branch

Selfie Factory is encouraging customers to strike a pose with the opening of its latest store. The brand has opened a six-week pop-up on the lower level of the Icon Outlet at the O2.

The experiential concept houses a number of dynamic photobooth scenes in a 210 sq m (2,260 sq ft) unit, which is located opposite football challenge venue Kicktown. The Selfie Factory's booths are designed by in-house set designer Kayley Harrison, and feature 'locations' such as a bath, a diner, and a colourful ball pool.

The concept is aimed squarely at the 'Instagram generation' and has already occupied pop-up slots in shopping centres Bluewater and Westfield Stratford, and in Brighton.

Visitors can buy 30 minute, 60 minute, or whole day tickets to create their chosen images.

“The O2’s high footfall figures, iconic entertainment status and the presence of other premium leisure activities, such as KickTown, made the location an ideal target for us,” says Selfie Factory managing director Will Bower. “The destination’s strong millennial customer base also aligns seamlessly with the focus of our concept towards the ‘Instagram generation’ keen to create and share their own selfie content. We look forward to welcoming visitors to our pop-up over the next six weeks.”

“The Selfie Factory pop-up is another opportunity for our visitors to immerse themselves within our experience-led offering at The O2,” says Marion Dillon, leasing director for Icon Outlet. “Selfie Factory adds another facet our 360-degree entertainment, fashion and hospitality offering; a concept suited to our Instagrammable location, events, and consumer audience.”