06–NikeLab x sacai

Showcasing NikeLab's first collaboration with pioneering Japanese fashion house sacai in a North London underground amphitheatre

Art Direction
Graphic Design
Spatial Design

NikeLab is a showcase of how Nike interacts with other innovators as part of its larger journey of exploration. This collaboration was about reimagining sports classics into bold new icons.
Renowned Japanese designer Chitose Abe challenged Nike’s archive of traditional sportswear forms adapting The Windrunner and The Air Max 90. I helped to create the installation centred around the 26 degree angle of the hero product.
Using innovative lighting and reflective magnetic units every part of the museum showcase tied in with the iconic angle. A live performance choreographed by FKA twigs collaborator Ryan Heffington ended the night in explosive fashion.
Agency: Hotel Creative
Creative Director: Mitch Crook
Design Direction: Ryan Belmont (NikeLab)
Art Direction: Ryan Hurley
Design: Ryan Hurley