On October 6, Nike invited Londoners to store 1948 to celebrate the launch of the new urban running season in London with a show dedicated to the highly innovative technologies used for the brand’s running kits in general and a new product in particular. The From Moon to Lunar event featured the giant optical installation of the latest technical running shoe, Lunar Eclipse+, and a story of Nike’s running collections.
Image Courtesy: www.nikestadiums.com
The venue, opened last year, became a platform where the brand created a hilarious space, which pays tribute to the 40-year history of Nike’s work focused on enhancing running experience. It also has come up with a series of initiatives and creative partnerships to mark the new Fall/Holiday 2010 season. They include the Gyakusou range of sport apparel created by the brand in collaboration with Tokyo-based Jun Takahashi from the Undercover label and a new phase of the unprecedented GRID project, which was kicked off this spring and will be re-launched on October 22.
Image Courtesy: www.nikestadiums.com
The show at the 1948 store impressed its visitors with giant forms of the oversized suspended Lunar Eclipse+ ‘shoe,’ actually made up of 15 separate pieces, which were not connected with each other, and vibrant colors of visuals on the heritage timeline (placed on one of the walls), which showcases Nike’s 8 major running technologies, starting with Bill Bowerman’s incredible Moon Shoe (1972), each illustrated by a relevant shoe in a transparent box at the panel. Both of the elements were developed by the Rosie Lee design consultancy. The rest of the wall space is decorated with a series of “Ground Control to LDN” posters created by Ben Drury, graphic designer and former Mo’Wax art director, who also made a video showcasing members of the 1948-based Run Dem Crew running club during their night ‘marathon.’
Image Courtesy: www.nikestadiums.com
Image Courtesy: www.nikestadiums.com
