To celebrate the launch of its latest metal flagship phone, the One M8, HTC has set up a skatepark underneath Selfridges in Central London.
"Why a skatepark?" I hear you ask. Well, that's a good question and not one I can answer particularly well.
Other than wanting to seem down with the cool kids, the main reason I can fathom is in order to show off the 'Zoe' burst mode on the M8's camera, which is as good a reason as any.
If nothing else, it's a good opportunity to go and see people do things like this.
CNET popped down to the launch event of the skatepark. Even with such brave tricks being thrown down, no bones were broken.
I was tempted to get my board out and join in. Given that I haven't skated in seven years, I felt I was better suited to taking photos of more athletic people.
Look at them, all healthy. Disgusting.
That's either a brilliant skate trick or an even more brilliant dance move.
The skatepark is open until June and is free to use.
You'll be able to get lessons to hopefully stop you falling over like this.
The walls are structurally integral to the building, but that doesn't mean they can't be used for tricks.
The park has been designed to mimic a street in London. There are road gaps, hand rails and stairs aplenty.
Naturally, some of the better skaters came with film crews following close behind.
It's the largest undercover skatepark in the UK. You'll need to be quick on your board to get around.
If you can't do this, you're not cool enough to enter.
At the event, nobody was wearing any helmets, but we suggest you slap a lid on, just in case.
A beanie hat does not constitute adequate head protection.
I don't remember which part of London has a vert ramp. Perhaps something the Queen has installed in Buckingham Palace. She loves a good skate.
Gravity is optional in a skatepark.
Sliding down hand rails on your butt isn't as cool as doing it on a skateboard. I found that out too late.
The opening night played home to a load of great skaters. You can bet it'll be busier once it's open to the public.
The park is of course dotted with HTC branding.
There's a bowl wall with a pair of headphones. They're not Beats by Dre though -- HTC parted company with Beats before the launch of the M8.
Boards should be wheels-down when you land.
The skatepark covers 18,500 square feet.
You can grind some glasses.
If you're done skating, why not take a seat and bask in some artful lighting.