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.
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. Continue Reading