Core77

This week saw the opening of "Raise your Game," a retail installation by London creatives the Wilson Brothers for Nike's East London 1948 space. It's loaded with sports references translated into design elements:

...the new floor covering is Nike GRIND, a 100% recycled rubber sport surface. 10% (minimum) of the content is made up from the soles of actual recycled training shoes, so approx. 15,000 pairs for this space! The new floor adds bounce + warmth to the space, is very sustainable, and the same material used around the main pitch at MUFC (Manchester United Football Club).

A set of 12 modular units form the basis of the display system for the store's new look interior. Referencing tiered stadium / grandstand seating (universal to most spectator sports), the steel and laminated plywood units are fitted with wheels for easy mobility and can be quickly re-positioned in unlimited configurations. Equally useable as 3 level table-top displays for merchandising, or as auditorium seating for events, back to back the stepped units resemble a classic 'winners' podium'.

Detachable (and multi-positional) hanging rails reference the sea of goal-posts at near-by Hackney Marshes.

A 6 x 8m neon football pitch installation, hanging horizontally from the ceiling, completes the space.

The Wilson Brothers have posted in-progress photos on their blog, so you can see them taking the space from raw to finished. Click here to check 'em out.