03.01.13 / Permalink / Comments (0)

Nike Lunar Force 1

As we mentioned in our previous post, Nike recently released the new generation Lunar Force 1 silhouette to help drive forward the legacy of the original Air Force 1 shoe - which celebrated its 30th anniversary in 2012. Art & Sole were fortunate enough to attend the European LF1 launch party (held at Nike's 1948 space in London), which featured a very interesting series of all-white installations displaying the inspiration and cultural heritage behind the shoe...

Created by design agency Rosie Lee, the installations within the 1948 space (shown here) included a giant circular neon installation (that references the pivot point on the outsole of the LF1), a giant lunar rocket and a 30th anniversary photo gallery.

The imagery featured in the anniversary photo gallery (which was also displayed on a screen within the space) was created as part of a seperate project by photographer (and Intercity collaboratorDan Tobin Smith. The subject matter consisted of various all-white models (one for each of the 30 years since the original AF1 launch) which related to the heritage, culture and inspiration of the LF1 shoe. The models were then shot by Tobin Smith, both seperately and as a combined image, to serve as the lead creative element for the LF1 story.

The Rosie Lee installation campaign element was also extended to other London sneaker retailers the day after the 1948 launch party - including Foot Locker, size? and Foot Patrol (images from which can also be seen below)

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