Raise your Game by the Wilson Brothers

| 3 comments

squraise-your-game-by-the-wilson-brothers-6_central.jpg

London designers the Wilson Brothers have completed Raise your Game, a retail installation for Nike's 1948 space, which opened last week in East London, UK.

raise-your-game-by-the-wilson-brothers-1_main_shot.jpg

The new retail outlet, located in a former disused railway arch, will also be used as a social meeting place and gallery.

raise-your-game-by-the-wilson-brothers-10_nesw.jpg

Products are displayed on 12 modular units that take their inspiration from tiered stadium seating. The space is lit by a neon 6m x 8m football pitch.

raise-your-game-by-the-wilson-brothers-7_.jpg

Here is some info from the Wilson Brothers:

--

Raise your Game
Client: Nike, NSW

A retail installation by the Wilson Brothers for Nike's East London 1948 space.

raise-your-game-by-the-wilson-brothers-4_floor_over.jpg

Starting at the bottom: the new floor covering is Nike GRIND, a 100% recycled rubber sport surface. 10% (minimum) of the content is made up from the soles of actual recycled training shoes, so approx. 15,000 pairs for this space! The new floor adds bounce + warmth to the space, is very sustainable, and the same material used around the main pitch at MUFC.

raise-your-game-by-the-wilson-brothers-9_back_shoes.jpg

1948 is the weekly meeting place for RUN-DEM-CREW, a local urban running club. Our 'Running Man' floor graphic incorporates 3 maps used by the club. The red (5k), yellow (8k) and green (10k) - routes reference local tube lines in the area that are passed on the respective runs, with a visual nod to (club founder) Charlie Dark's weekly reggae running podcasts. The line width is the same as traditional sports pitch markings, and 'X' marks 1948 on the map.

raise-your-game-by-the-wilson-brothers-3_floor_map.jpg

12 modular units form the basis of the display system for the store's new look interior. Referencing tiered stadium / grandstand seating (universal to most spectator sports) - the steel and laminated plywood units are fitted with wheels for easy mobility and can be quickly re-positioned in unlimited configurations.

raise-your-game-by-the-wilson-brothers-8_wide_shot.jpg

Equally usable as 3 level table-top displays for merchandising, or as auditorium seating for events - back to back the stepped units resemble a classic 'winners' podium'. Detachable (and multi-positional) hanging rails reference the sea of goal posts at near-by Hackney Marshes.

raise-your-game-by-the-wilson-brothers-2_podium_close.jpg

A 6 x 8m neon football pitch installation, hanging horizontally from the ceiling, completes the space. The central NESW compass incorporates the Nike Sports Wear brand + 1948's East London location.

raise-your-game-by-the-wilson-brothers-5_floor_close.jpg

Nike 1948
Arches 477/478
Batemans Row
Shoreditch
EC2A 3HH

Opening times:

Thursday 11.30 - 18.30
Friday 11.30 - 18.30
Saturday 10.30 - 18.30
Sunday 11.30 - 17.00

  • OLGV.

    the best thing I saw in the last time on DEZEEN :)

  • LOW

    ….
    80′s revival FTL!

  • Sub_Prime

    ABSOLUTELY WICKED PROJECT. Great concept…well executed.