To celebrate dance, the Air Force 1, and the upcoming addition of Breakdancing as an official Olympic Sport, we teamed up with Nike to turn the ground floor of NikeTown London into a fully functioning dance studio.
Host to a series of events with local dance crews, we designed the space with flexibility in mind, ensuring it was both a day-to-day retail zone and an experiential activation zone.
Mirrored-digital walls, floor vinyl, moveable tiered seating, and strategically curved walls all doubled up as both features of the space and tools for way finding, guiding Nike Members into specific activation zones on event days. Large billboards also filled the space, showcasing assets from our photoshoot with the dance crews who were showing up in the studio across the duration of the events.
Interactive features were sprinkled throughout, from the live mural wall painted on by Joy Yamusangie every session, to the TikTok podium, fitted with phone holders and routine walk-throughs from the dance crews allowing visitors to record their own moves.
Putting the dance floor to perfect use, the space was home to our first NTC live session with Trina of The Curve Catwalk, a Twerk Masterclass with Bami of Twerk After Work, a 2-day takeover with Peckham-based, The Movement Factory, and last, but by no means least, the NikeTown London Battle with Aim Collective. .
Delivering some of the best moves and vibes in the city, in between classes and performances, members were welcomed in across the weekends with a series of activations, programmed by us. From tooth gems and hair braiding to AF1 customisation stations in the Makers Studio with Customs by J1, Sabina Silver and Slow Projects, the space boasted the true meaning of experiential retail.
A colourful collaboration between an array of talent and creatives, this project was extraordinary.
CLIENT: NIKE
WHAT WE DID: RETAIL DESIGN, CONTENT PRODUCTION & RETAIL EVENT
LOCATION: NIKE TOWN LDN
COLLABORATORS: AIM COLLECTIVE, TWERK AFTER WORK, THE CURVE CATWALK, THE MOVEMENT FACTORY, CUSTOMS BY J1, SABINA SILVER, SLOW PROJECTS, OONA BEAUTY, HOUSE OF BRAIDS, IMAGE GANG & HENDRICKS NAILS.
PROCESS: DESIGN, PRODUCTION, INSTALLATION, ACTIVATION SOURCING AND TALENT MANAGEMENT