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.
Confession: For all the work I have done in the Bullring in Birmingham over the years I have never been in to the highly acclaimed Selfridges store. The weekend just gone I put that right. Wow was I impressed. I spent most of my visit walking around with my head in the clouds gawping and my iphone out (discreetly) photographing. The store internally is not unlike most department stores. Exposed ceilings show services and slab in black with various celing rafts, features and lighting hanging beneath to detract the wandering eye. This in itself is impressive as it is such a vast space to trick the eye from looking up at an unpleasant exposed slab is clever. Continue Reading