The Challenge

As part of the Nike After Dark Tour, the brand needed to bring the "Rebel by Design" concept to life within a raw, industrial setting. The objective was to create an environment that felt less like a traditional retail showcase and more like an underground creative bunker. We were tasked with transforming a cavernous brick archway into a cohesive brand world that united designers from London, Paris, Berlin, Milan, and Barcelona, highlighting the intersection of high-performance running gear and rebellious urban culture.

 

The Idea

We centered our concept around "Deconstructed Rebellion." Inspired by the gritty energy of the city at night, we juxtaposed the historic texture of the venue’s brickwork with sleek, modern intervention. The design philosophy focused on revealing the creative process - using open wireframes and exposed structures to display not just the finished product, but the mood boards, sketches, and raw inspiration behind them. It was about creating a space where "fashion collides with performance," framing the running gear as artifacts of urban culture.

 

The Experience

• The Crimson Wash: To instantly transport guests into the "After Dark" world, we flooded the venue with high-saturation red lighting. This monochromatic wash created a dramatic, club-like intensity that unified the diverse design zones and highlighted the texture of the brick arches.

• The Red Grid Framework: We engineered a custom system of red metal cages and wire mesh grids. These industrial structures acted as both dividers and displays, allowing garments to be suspended in mid-air and giving the space a raw, "work-in-progress" laboratory feel.

• Process on Display: Moving beyond static mannequins, we curated the wireframes with "behind-the-seams" elements - pinning up design sketches, fabric swatches, and mood boards directly onto the mesh. This turned the exhibition into an interactive story of creation.

• The Creators' Table: To foster community among the international designers, we styled a central seated area featuring industrial furniture softened by wild, organic floral arrangements. This served as a collaborative hub for workshops and VIP dining within the heart of the installation.

 

The Results

The activation successfully delivered a visceral, high-impact environment that resonated with London’s creative underground. By merging the raw architecture of the railway arches with precise, high-gloss set design, we created a "shareable" destination that felt authentic to the Nike brand. The project proved our ability to execute complex custom fabrication - from the metal framework to the lighting design - creating a cohesive narrative that united five European cities under one red roof.