Elana Castle gets a timely sneak-peek at some of Nike’s latest design innovations
August 6th, 2012
As the Olympic track and field competition gets underway in London, a temporary store/gallery in Paddington, Sydney, has popped up just in time to give us a taste of the look (and feel) of the much awaited spectacle.
Nike is synonymous with innovation and their most technologically advanced sporting gear is on view in a pop-up shop which showcases the company’s recent design developments.
The interior design of the space is based on the concept of international transport network graphics with a lybyrinth of multi-coloured pipes on the walls and decals on the floors supporting the theme.
While explicit Olympic references are prohibited under IOC regulations, there are a number of references including projected digital clocks displaying London time, store opening hours in line with British Standard Time and suspended Olympic ring-shaped light fittings.
Aside from a three dimensional manipulation of the primary wall – juxtaposition of white display boxes and panels – the store provides a simple canvas, exhibition-style, to emphasise the Nike-clad athletic mannequins.
Ipads with video footage and exclusive product insights, Beats headphones, an integrated Nike+ Running App testing stations with in-built treadmill and a dynamic video navigation display on the facade add a digital and interactive dimension.
Matt Nordstrom, the designer responsible for the store, is also the genius behind the Nike Pro TurboSpeed, Nike’s super-speed fastest track uniform, currently worn by Olympian athletes from the USA, China, Russia and Germany. The micro dimples and super-lightweight material are evidence of the zoned aerodynamics that minimise drag and increase speed.
The brand’s sustainability credentials are also on display – on average, one uniform is made from 82% recycled polyester, sourced from 13 recycled bottles – highlighting innovation in performance taking place hand-in-hand with environmental responsibility.
Visitors can also see revolutionary construction techniques evident in high-profile innovations like Flyknit, the Lunarlon Collection of high performance footwear and the Hyper Elite Uniform as seen on the USA, Brazilian and Chinese basketball teams.
While many of the pieces on show are currently for exhibition only, there are a number of track and items available for purchase, to satisfy the aspirational, elite athlete in all of us.
Shop 4, 1 -11 Oxford St Paddington, Sydney.
Until August 12, from 6pm daily.
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