BACKGROUND
In skate community, their local skate shops are always served as the gathering and culture hub. To show brand authenticity and community care, Nike SB and its skate team went on a tour to supoort the 6 most influencial skate shops to hold skate contest and promote their culture. This event is the finale of the tour.
DESIGN DIRECTION
We wanted to keep the authenticity of the sport at the event space. Concrete and scaffold structure were the key materials which represent skate's raw urban environment. Stage lights are used to back lit the scarfold structures to add atmosphere.
VENUE
We wanted to keep the authentic rawness of the sport at the event space. We deliberately chose a venue which was originally built as a slaughter house. The architecture itself is a complex spiral structure. It has hundreds of stairways and bridges to connect visitors to devided areas, like city streets. All built outs were scarfold structures that were back lit by stage light to create a 'Sin City' scene.
FLOOR PLAN
It was an open plan space to allow exploration. There were 3 key sections. 1, Top floor: the culture of local skate shops; 2, Ground floor: the skate tour and film premeire; 3, Basement: Activation zone for Nike Sb social community.
The Event
- View from top: Interactive Skate Ramp
- Entrance Space
- Entrace and Exit Turnel
- 6 shops exhibit, includes interview video, shop profile board and a peep show of each shop's hero item.
- Tee Customization station
- Social Media Activation Zone, which visitor can tag photos from photo zone
- Photo zone
- Tour Video Premiere
