Nothing new about a flagship store. Which brand doesn’t have one at the moment? Indeed, the flagship stores form an interesting retail concept in the context of pop-up city development, but this doesn’t make writing about every single new store interesting. However, this Nike flagship store in Shoreditch (London) seems to be very special and worth visiting. In the first place because of the interior design by the Wilson brothers which looks very good. Second, the shoe store shows a collection of flexible and sustainable lifestyle concepts.
The grind rubber floor of the is completely made out of old recycled sneakers; approximately 15,000 sweaty stinky ones. Besides the modular furnitur is designed to adapt to all different configurations. The shops embodies all facets of a metropolitan running lifestyle. Complete with data visualisation of running patterns and maps used by a local running club that uses the store as a weekly meeting place. As the designer’s website explains further:
“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 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. A set of 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 use able 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 6x8m 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.”