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.
The new retail outlet, located in a former disused railway arch, will also be used as a social meeting place and gallery.
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.
Here is some info from the Wilson Brothers:
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Raise your Game
Client: Nike, NSW
A retail installation by the Wilson Brothers for Nike's East London 1948 space.
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.
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.
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.
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.
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.
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