Niketown London’s Running Pavilion was refitted in 2008, on the same floor as the Bootroom, during a store revamp that opened its football area for Euro 2008 that June. We made it internally, Nike Brand Design EMEA with Nike Running, and Nike Brand Design briefed and creative directed the outside agencies. Bas van Koll was creative director, Gerben Haring and I did the art direction and design, and Found produced it.
Why it looks like this
The Running Lab. The Running Lab was for gait analysis, the tool staff use to recommend the right shoe. Besides finding out what type of pronator they were, visitors could try the audio feedback of Nike+.
The Running Club. The Nike Running Club area was the hub of the pavilion. The men’s and women’s sides each had a dedicated space where staff and visitors could meet and talk about running, product, nikeplus.com, and events.
Press and sources
- Retail Week: Nike Town opens doors to Oxford Circus footy area