27.01.14 / Permalink / Comments (0)

Nike & Hotel

If you’ve been impressed by the retail design/art crossovers that Nike have been using in their UK stores recently, chances are that London-based Hotel Creative are the boundary-pushing agency behind the work...

Hotel's meticulous attention to detail has been applied to various projects for Nike, ranging from 'pinnacle' collections, event installations and product launches. To name a few, they're behind projects such as Nature Amplified at 1948, the Jordan 23 history shoe wall at Nike Stratford and the launch of the Pixel Pack at Liberty London.

The thing we particularly like about the projects that Hotel create for Nike, is their ability to tell a story within each installation. On the surface, whether it be a product launch or event installation, there is a clear forward-thinking concept, but as you look closer, every last detail is as exciting to interact with as the overall idea.

Some of our favourite details include test tubes filled with different amounts of liquid to create a fluid wave (Nature Amplified, shown top), the bound shoelaces used to create the intestines within a human anatomical sculpture (Air We Breathe, shown below) and the miniature gardens that sat beneath shoes for the Gyakusou installation at 1948 (shown bottom).

Having already completed an impressive body of work, we’re certainly looking forward to seeing what Hotel create for Nike in 2014.

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