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Nike + House of Innovation in Selfridges, London

Another day, another pop-up store by Nike. This time in Selfridges, London. The shop is more aligned with the fuel station concept of Box Park, showcasing  the brands latest digitally enabled products.

A series of events hosted by Nike’s global director for the Olympics, Martin Lotti, demonstrate the latest innovations to be used during the London 2012 Olympic games. Again the space is not so much about the display of physical product and is more so focused on multi channel and digital interventions to tell the brands latest story.

Another clever move from Nike at the time when the World’s eyes are on London and the Olympic Games and considering they are not even one of the sponsors of the games.

Images via Dezeen