We aimed to reconcile the high fashion aesthetic of his shoes with design that was culturally-accessible for a UK audience. We brought to life an idea of Abloh’s that redefined sneaker launches – asking attendees to take part in creative workshops hosted at Nike “OFF-CAMPUS”, a temporary teaching space, before purchasing.
1948, London’s NikeLab store, was divided according to the two themes of the collection – “REVEALING” and “GHOSTING” – and also incorporated retail and visitor check-in areas. The space played host to installations that drew on the lineage and individual cultural associations of each shoe. The Air Max 97’s links with UK rave, for instance, were expressed through a reactive sound and water display.