British hybrid creative agency, Rosie Lee, where tasked with creating an innovative and interactive retail space for Virgil Abloh’s OFF-WHITE x NikeLab collaboration at London’s Nike 1948 space.
Both David and myslef managed to pop by, take some pics and experience the space for ourselves (if you want to read about our experience head to David’s Contributor page, here). As you would expect, the whole event was beautifully curated and executed, with each shoe being showcased in a super interesting display that furthered each of the 10 creations’ narrative.
“We aimed to reconcile the high fashion aesthetic of his (Virgil’s) shoes with design that was culturally-accessible for a UK audience. We brought to life an idea of Abloh’s that redefined sneaker launches – asking attendees to take part in creative workshops hosted at Nike “OFF-CAMPUS”, a temporary teaching space, before purchasing.” – Rosie Lee
London’s NikeLab 1948 retail space was “divided according to the two themes of the collection – “REVEALING” and “GHOSTING” – and also incorporated retail and visitor check-in areas. The space played host to installations that drew on the lineage and individual cultural associations of each shoe. The Air Max 97’s links with UK rave, for instance, were expressed through a reactive sound and water display”.
See below for some shots of the retail space.
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