NikeLab x OFF-WHITE

Creating “OFF-CAMPUS”.

We were asked to act as creative leads for the London release of Off-White and Nike’s The Ten, a series of iconic Nike shoes reimagined by designer Virgil Abloh that became one of the footwear giant’s most anticipated launches ever. Coinciding with London Fashion Week,
we were asked to develop a event that would both celebrate his work and inspire young Londoners in their own creative pursuits.

Approach

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.

Work

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.

The main hub of “OFF-CAMPUS” was located in a repurposed East London gallery space, where we devised a programme of workshops that upheld the reconstructive spirit of Abloh’s designs. At its centre was an installation by artist Diane Edwards, which displayed the work of participants.

Attendees were asked to deconstruct and produce customised Air Force 1s and vintage Nike tees, or create ‘agit-zines’ from Nike adverts and other iconic images. These workshops were led by some of the world’s most exciting creators – including Neville Brody, Michele Lamy, A$AP Nast, Eddie Peake and Grace Wales Bonner.

Other activities included a cross-city run with JME and talks at the Barbican from Abloh, Benji B and Kim Jones. Logistics for all events were organised by XYZ.

We then created an accompanying installation at Dover Street Market, adapting our 1948 concept to the needs of the space.

Results

The events...

attracted more than 100k signups.

resulted in 5500 new Nike members.

received coverage from Vogue, i-D, Evening Standard and more.