In a city rich and laden with history, Nike (China) took the city and nation’s culture into consideration for its Beijing leg of the “This Is My Hood” Exhibition designed to celebrate and introduce the world to Nike’s AW77 hoodie. Hosted in a traditional Chinese mansion in the nation’s capital, Beijing, the exhibition’s modernity proves to be an interesting juxtaposition against the historically rich and aged backdrop.
Keeping the interior design to a minimum, Nike kept the original moldings in the space but painted over everything in a cleaner, more contemporary shade of white. Images from the AW77 campaign featuring the likes of Kobe Bryant and Maria Sharapova are places alongside displays of the AW77 hoodies. The exhibits sprawl along the winding corridors inside and were also erected outside in the garden. Check out some shots of the exhibition to get a feel of what’s going on for the global fanfare of AW77 in other parts of the world.