Nike Sportswear’s 1948 space located in East London has undergone an amazing transformation courtesy of the WilsonBrothers. The UK-based design team worked extensively with Nike on creating an amazing retail experience inspired by the 2010 World Cup as well as the products that Nike Sportswear has released inspired by the game of soccer. The transformation of the space is actually an evolution of the “Raise Your Game” installation that the WilsonBrothers created with Nike months ago, some additions to the space include a new Nike Grind floor in the exterior courtyard as well as a “PIXARAMIC” visuals-based, wall cladding system around the cash wrap, and much more. via: WilsonBrothers
Nike Sportswear 1948
Arches 477-478 Batemans Row | Map
Shoreditch London EC2A England
To celebrate the launch of “Nike Stadiums’ in London, the WilsonBrothers have added a number of new elements to their original “Raise Your Game’ installation, at 1948 Nike’s destination retail space in Shoreditch.
The second phase of work starts in the exterior courtyard, where an illuminated running track, set into a new Nike Grind floor, rises up the wall to meet neon typography (and the 1948 / NESW compass) above the entrance to the store
As visitors enter the main retail space they encounter “PIXARAMIC’ a large scale, visuals-based, wall cladding system which has been installed in the counter area. The PIXARAMIC layer comprises 6,000 manually positioned pixel cubes, each acrylic cube with 6 different coloured faces in red, green, yellow, blue, black and white.
Referencing the aesthetic of traditional sporting scoreboards: the system enables the environment at 1948 to change periodically, displaying colour and content, messages, statements and pictures. Our first graphic scheme announces the launch of Nike’s new Brasil / Black Pack collection.
A series of 12 footwear mirrors in laminated plywood have been designed to sit alongside the original modular merchandising system. A number of these feature programmable LED message boards that (triggered by proximity sensors) discretely share information about activities and product launches at 1948.
A “hero’ display unit in chrome and glass has been installed to highlight key product and new collections throughout the season. Product specific information is conveyed here via an interactive light box that is activated by customer movement.
A run of 6 modular seating units visually inspired by the pitch-side “dug-out’ area complete the new look. The innovative shape features a bench-like area where customers can try shoes on, combined with a more laid-back option for relaxation and hanging out. The sofas are fully move-able (sitting on steel frames with lock-able castors) and work positioned amongst the existing units, or equally as a separate break-away area.
Project completed: March 2010
Concept, Design, and project management + build by WilsonBrothers, in collaboration with local suppliers and fabricators
Photography by Louise Melchior email@example.com