Nike are one of the many pop-up shops appearing around London in preperation for the Olympics. The brand have recently acquired a beautiful atrium space in Liberty, London.
Their pop-up is perfectly fitting for the Liberty’s customer and the surrounding architecture. It has elegance and grace in the form of ornately detailed balloons that spiral up through the atrium. It juxtaposes the store interestingly however with the use of premium materials and illuminated feature walls behind bespoke contemporary/traditional furniture.
The selling space is minimal, instead like most pop-ups it is a brand enhancer, or in this case for Nike who do not necessarily need to enhance their reputation in the world of retail it is a timely reminder that even though they are not a sponsor at the Olympics they are the market leader, and are even (up until a few months ago) out performing its rival (and lead Olympics sponsor) Adidas.