Pavilions

Light play and voyeurism in Dan Graham’s latest collection of glass sculptures
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The new show by Dan Graham at the Lisson Gallery in London is at once predictable and unexpected. Those who have known and loved the interactive experience of Graham’s Pavilions for the last several decades will recognize his stamp, yet somehow—for those familiar or not with his work—Graham manages to create surprise and delight every time.

The 70-year-old artist continues to develop his series of structural meditations on the perception of space, which he began in the 1980s. The Lisson Gallery exhibition combines two new large pavilions with three pavilion scale models being built, and accompanying the show is a catalog of not-yet-realized pavilion drawings by the perpetually ambitious artist.

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As studies on the concepts of inside and outside, it’s appropriate that Lisson has placed one large pavilion inside and one in their sculpture yard outside. The light-filled white space of the gallery suits the perfectly engineered minimalism of Graham’s work, which combines references to the slickness of modern architecture with the entrancing effect of a hall of mirrors.

However, Graham’s is best experienced outdoors where the concave and convex semi-reflective surfaces have so much more to play with, from sky and clouds to trees, buildings and people. The superbly detailed structures are both sculptures to admire and, at the same time, blank canvases to reflect their surroundings. Inside an empty white space, the reflections remain monochrome and calm. Outside, the glass canvas is splashed with busy, eclectic and multi-colored reflections that change rapidly and dramatically.

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While many experience the Pavilions as playful spaces, it’s interesting to see the Lisson Gallery referencing more sinister themes such as voyeurism and surveillance. As they explain, it can indeed be disconcerting to be enveloped by a Dan Graham installation. According to the gallery’s description of the exhibition, “Viewers are involved in the voyeuristic act of seeing oneself reflected, while at the same time watching others. Whilst giving people a sense of themselves in space it can also result in loss of self as the viewer is momentarily unable to determine the difference between the physical reality and the reflection.”

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Pavilions is on display at the Lisson Gallery through 28 April 2012.

Lisson Gallery

29 Bell Street

London, NW1

All photos by Leonora Oppenheim


Designed in Hackney: Mapledene Roadby Platform 5 Architects

Mapledene Road by Platform 5 Architects

Designed in Hackney: it’s week four in our celebration of design from the London borough of Hackney and today’s featured project is a modest glass extension to a house in Dalston by Shoreditch-based architects Platform 5.

Mapledene Road by Platform 5 Architects

Located at the back of the house, a glass roof and wall project out from the side of a renovated kitchen and bridge across to a brick garden wall.

Mapledene Road by Platform 5 Architects

On sunny days the glass wall can pivot open, connecting the kitchen and small dining area to a terrace with the same concrete floor.

Mapledene Road by Platform 5 Architects

A glass structure also extends through the existing brick walls on the other side of the kitchen, creating an oriel window that houses a chunky wooden daybed.

Mapledene Road by Platform 5 Architects

The project was completed at the end of 2007 and was named best new extension in London at New London Architecture’s Don’t Move, Improve! awards in 2009.

Mapledene Road by Platform 5 Architects

Platform 5 Architects were founded in 2006 and are headed up by partners Patrick Michell and Peter Allen. Their offices are located on Waterson Street in Shoreditch.

Key:

Blue = designers
Red = architects
Yellow = brands

See a larger version of this map

Designed in Hackney is a Dezeen initiative to showcase world-class architecture and design created in the borough, which is one of the five host boroughs for the London 2012 Olympic Games as well as being home to Dezeen’s offices. We’ll publish buildings, interiors and objects that have been designed in Hackney each day until the games this summer.

More information and details of how to get involved can be found at www.designedinhackney.com.

Photography is by Alan Williams.

Coca-Cola Beatbox by Pernilla & Asif

Coca-Cola Beatbox by Pernilla & Asif

London architects Pernilla & Asif have unveiled designs for a pavilion that can be played like a musical instrument for the London 2012 Olympic park.

Coca-Cola Beatbox by Pernilla & Asif

The circular walls of the Coca-Cola Beatbox will be covered in ETFE plastic pillows that are sensitive to both movement and touch.

Coca-Cola Beatbox by Pernilla & Asif

As visitors come into contact with the building each pillow will emit different sounds prerecorded by British DJ and producer Mark Ronson from a selection of Olympic sports.

Coca-Cola Beatbox by Pernilla & Asif

A spiralling ramp will lead up behind the panels onto the roof of the pavilion, which will offer a panoramic view across the park.

See all our stories about the London 2012 Olympics here and check out our Designed in Hackney initiative to highlight creative talent in one of the five host boroughs here.

Here’s some more information from the press release:


Pernilla + Asif design the Coca-Cola Beatbox for London 2012

The designers of the Pavilion have been revealed as the critically acclaimed, emerging London practice, Pernilla & Asif, founded by Pernilla Ohrstedt, 30, and Asif Khan, 31. Pernilla and Asif have a history of collaborating on ingenious projects, and are in the process of designing an iconic building that will innovatively combine experimental architecture and cutting edge sound technology to create a stunning visual and sensory experience.

Called ‘The Coca-Cola Beatbox’, Pernilla and Asif’s pioneering building also acts as a musical instrument. It takes inspiration from Coca-Cola’s global platform for London 2012 – Move to the Beat – a campaign which aims to bring teens closer to the Olympics by fusing sport with their enduring passion for music. The creative concept will enable people to ‘play’ the Pavilion through interacting with sounds embedded within the architecture itself. Visitors will be able to create their own beat for London 2012 by remixing sounds of Olympic sports captured for an anthem that is being created for Coca-Cola by Grammy award-winning producer, Mark Ronson.

The appointment of Pernilla and Asif follows the culmination of a formal pitch process, supported by the prestigious London-based Architecture Foundation, which was initiated to discover the next big architectural talent in the UK and give them a showcase at London 2012. The Coca-Cola Beatbox will be the pair’s largest commission to date and has been designed to deliver a lasting legacy.

In line with Coca-Cola’s approach to achieving its most sustainable sponsorship activation to date, the design will also feature environmentally friendly technology.

Maxine Chapman, Director of Showcasing, London 2012 Olympic and Paralympic Project Team, The Coca-Cola Company, said: “With the eyes of over four billion people on London next year, we want to use our long-standing association with the Olympic Movement to shine a spotlight on Britain’s brightest stars and inspire young people to pursue their passions.

“Pernilla and Asif impressed us with their creativity, technical skills and vision. I’m delighted that we’re able to give them such a fantastic opportunity to showcase their talents and passions on the world’s stage. I have no doubt that every visitor to the park will be inspired by their innovative and groundbreaking design, both during and beyond London 2012.”

Pernilla Ohrstedt and Asif Khan, said: “As Londoners we are really excited to be a part of the London 2012 Olympic and Paralympic Games. Coca-Cola, a truly iconic brand, has believed in our practice’s creativity and vision to represent them at London 2012, taking our unique architecture to a global audience.

“We have sought out some of the most innovative engineers in the UK to work with us to realise our vision – a ‘building with a beat’. The Coca-Cola Beatbox will be a sensory experience that fuses design, music, sport and architecture. It will be something that people have never seen or heard before!”

Designed in Hackney: Luminous Lace by Loop.pH

Luminous Lace by Loop.pH

Designed in Hackney: next up in our showcase of design talent from Olympic host borough Hackney is Stoke Newington studio Loop.pH, who have installed this umbrella-like canopy of illuminated lace at the entrance to London’s Kensington Palace.

Luminous Lace by Loop.pH

Inspired by the ceremonial lace that has been worn by the British royal family for centuries, the light installation is made from over 4 kilometres of electroluminescent wire and is decorated with Swarovski crystals.

Luminous Lace by Loop.pH

The structure will be on show to the public when the palace reopens next week, following a large restoration programme.

Luminous Lace by Loop.pH

Mathias Gmachl and Rachel Wingfield founded art and design studio Loop.pH in 2003 and have since designed a number of installations using lace-making techniques. We first featured them back in 2007, when they created a glowing structure that reacts to movement, then again in 2009 when the project was featured in an exhibition at the V&A museumSee all our stories about their work here.

Luminous Lace by Loop.pH

Their office is located on Stoke Newington Church Street, just down the road from Dezeen.

Key:

Blue = designers
Red = architects
Yellow = brands

See a larger version of this map

Designed in Hackney is a Dezeen initiative to showcase world-class architecture and design created in the borough, which is one of the five host boroughs for the London 2012 Olympic Games as well as being home to Dezeen’s offices. We’ll publish buildings, interiors and objects that have been designed in Hackney each day until the games this summer.

More information and details of how to get involved can be found at www.designedinhackney.com.

Designed in Hackney: Shoreditch Roomsby Archer Architects

Shoreditch Rooms by Archer Architects

Designed in Hackney: today’s featured designers in our London borough of Hackney showcase are Archer Architects, who inserted a Corten steel-clad hotel behind the facade of a derelict pub in Shoreditch.

Shoreditch Rooms by Archer Architects

The 26-room boutique hotel is part of the Shoreditch House private members club, located on Ebor Street just outside the southwest corner of the borough.

Shoreditch Rooms by Archer Architects

Completed in 2012, the Corten steel extension adds an extra three storeys onto the roof of the old pub to bring the height of the building up to match that of its neighbours.

Shoreditch Rooms by Archer Architects

Guests enter the hotel through a ground floor reception that leads to rooms upstairs as well as to a garden on the roof.

Shoreditch Rooms by Archer Architects

The renovated building also includes a day spa called the Cowshed, which occupies the old bar area and the basement.

Shoreditch Rooms by Archer Architects

Archer Architects comprises a team of architects and designers, led by director Stephen Archer. Their studios are located in the Tea Building on the corner of Shoreditch High Street and Bethnal Green Road, almost next door to this project.

Key:

Blue = designers
Red = architects
Yellow = brands

See a larger version of this map.

Designed in Hackney is a Dezeen initiative to showcase world-class architecture and design created in the borough, which is one of the five host boroughs for the London 2012 Olympic Games as well as being home to Dezeen’s offices. We’ll publish buildings, interiors and objects that have been designed in Hackney each day until the games this summer.

More information and details of how to get involved can be found at www.designedinhackney.com.

Photography is by Tim Soar.

Compulsion

Alex Prager explores drama and death through new eyes in her upcoming exhibition
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Since exhibiting “Week-End“—her last solo show at NYC’s Yancey Richardson Gallery in 2010—photographer Alex Prager has been busy at work, but mostly with projects outside her own personal endeavors. Whether shooting the 1960s-inspired Missoni for Target campaign, villainous celebrities for the New York Times’ annual Hollywood issue, or lending her talents to Bottega Veneta’s “The Art of Collaboration” campaign last spring, Prager keeps her signature cinematic style at the forefront of her work while successfully bringing to life a new vision for each commercial and editorial assignment she takes on.

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Prager’s work returns to gallery walls next month, in a new solo show called “Compulsion”. Simultaneously taking place in New York, London and Prager’s hometown of LA, the three-city exhibition will include an array of photos that reflect her interest in the emotion expressed solely through a person’s eyes, and the powerful foundation they provide for provoking mystery. The eyes show how the young photographer has evolved since “Week-End” without departing entirely from her penchant for heightened drama and voyeuristic compositions. In “Compulsion”, the eye close-ups also allude to the anonymous characters found within her tragic scenes, titled like newspaper reporting, such as “1:18pm, Silverlake Drive” or “11:45pm, Griffith Park”.

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This strong interest in emotive eyes is perhaps inspired by the intense baby blues actress Bryce Dallas Howard worked for Prager’s camera in her short film “Despair“, several stills of which were exhibited at MoMA as part of their “New Photography 2010” group show. “Compulsion” will feature a new short film as well, one that also toys with the idea of death. “La Petite Mort”—a French phrase for orgasm—stars actress Judith Godrèche, who is, according to a description of the film, “experiencing the boundaries of her body and those of this world”.

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A soft-spoken self-taught artist who fell into photography after a little soul-searching and a life-altering trip to the Getty Museum (where she came across the work of William Eggleston) just a decade ago, Prager has since become an exciting and integral part of contemporary art. Her latest series, combined with her commissioned projects, really showcases her growth within her chosen medium and her ability to constantly push herself in new directions.

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“Compulsion” opens 5 April and runs through 19 May 2012 at Yancey Richardson Gallery (NYC), then follows with openings at M+B (LA) and Michael Hoppen Contemporary (London).


Jay Mews by Theis and Khan

Jay Mews by Theis and Khan

Hackney architects Theis and Khan have refurbished this apartment in south-west London by removing dividing walls, exposing the roof trusses and adding a terrace at the rear.

Jay Mews by Theis and Khan

The residence is located on the approach to the Royal College of Art and sits on the first floor above an office that Theis and Khan previously renovated for the college.

Jay Mews by Theis and Khan

Slight level changes in the timber flooring separate the different rooms of the open-plan living spaces.

Jay Mews by Theis and Khan

Theis and Khan is one of the studios featured in our Designed in Hackney showcase of creative talent in the London borough that Dezeen calls home. See all the stories here.

Jay Mews by Theis and Khan

Photography is by Nick Kane.

Jay Mews by Theis and Khan

Here’s some more info from Theis and Khan Architects:


The residential refurbishment project, located above an earlier TKA office fit-out for the RCA, opened up the existing confined spaces to provide a generous, bright living area and open kitchen.

Jay Mews by Theis and Khan

The two-bedroom apartment was extended to the rear, with a new terrace established. The roof trusses are exposed to provide a feeling of space and character to the apartment.

Jay Mews by Theis and Khan

A controlled palette of timber floors and joinery with white walls provides a refined backdrop to a contemporary home.

East Street by ‘i-am’ Associates

East Street by ‘i-am’ Associates

Although it may look a canteen somewhere in south-east Asia, this informal restaurant is actually located in central London.

East Street by ‘i-am’ Associates

Completed by designers ‘i-am’ Associates, who are based in the London borough of Hackney, the East Street restaurant has illuminated advert-style signs hanging from the ceiling.

East Street by ‘i-am’ Associates

It’s furnished with long wooden tables, patterned stools and brightly coloured chairs., while condiments are presented on the tables inside plastic baskets.

East Street by ‘i-am’ Associates

Food products for sale are arranged on green-painted bookshelves with brown paper labels, behind a series of tables and chairs by Swedish furniture brand Massproductions – see our earlier story about the collection here.

East Street by ‘i-am’ Associates

See more stories about restaurants and bars here.

Here’s some more text from the designers:


East Street is the latest project by Nick Jeffries and David Fox, founders of restaurant chain Tampopo, and offers a diverse and unique take on Pan Asian cuisine, inspired by the pair’s own food discoveries during their travels across East Asia.

‘i-am’ Associates were appointed during the evolution stages to help develop and build a completely new brand identity for the launch of East Street in London. This included the creation of a new name and logo, graphic elements and complete interior design for the site.

We took bold steps to ensure that East Street had a solid brand proposition that resonated with their customer base. The tone of voice is friendly, warm and open the core value was to create a Pan Asian food odyssey. The sourcing of staff, the creation menu’s and the overall delivery of the brand message had to be unified and relate to the brand values of food and travel.

Everything was a direct take on travel, specifically Asia. We wanted to emulate the raw vibe of a South East Asian market and street cafe. From the very beginning we didn’t want to lose sight of how intimate the restaurant should feel, you should be totally immersed in the street market experience. The long benches and plastic tables recreate the feeling of being sat in a busy café in Hong Kong or Vietnam under a low glow of light surrounded by the sights and sounds of the kitchen.

Nick Jeffery and David Fox of Tampopo comment, “To launch a new restaurant in an already overcrowded London restaurant community you have to demonstrate diversity and a clear point of difference. With East Street, ‘i-am’ have helped us to create a brand identity and values that are instantly recognisable from moment you enter the restaurant right down to the service and the food and drink consumed.”

Western Concourse at King’s Cross by John McAslan + Partners

Western Concourse at King's Cross by John McAslan + Partners

A semi-circular vaulted concourse designed by British architects John McAslan + Partners will open at King’s Cross Station in London next week.

Western Concourse at King’s Cross by John McAslan + Partners

The architects, who have been progressing a masterplan for the railway station since 1998, have fully restored the five buildings that comprise the western elevation to serve as a backdrop to the new glazed entrance hall.

Western Concourse at King’s Cross by John McAslan + Partners

The criss-crossing steel structure unfurls like a tree from columns in front of this elevation and folds down around the space.

Western Concourse at King’s Cross by John McAslan + Partners

Departing passengers will be able to access the eight existing platforms in the main train shed, as well as one new one, directly through the new two-storey hall instead of beneath the temporary canopy currently in front of the building.

Western Concourse at King’s Cross by John McAslan + Partners

The architects plan to remove this structure during the next phases of construction to create a new public square.

Western Concourse at King’s Cross by John McAslan + Partners

John McAslan was awarded an OBE for services to architecture at the start of this year.

Western Concourse at King’s Cross by John McAslan + Partners

Other railway stations we’ve featured on Dezeen include Bijlmer Station in Amsterdam and Rossio Station in Lisbon – see them both and more here.

Western Concourse at King’s Cross by John McAslan + Partners

Photography is by Hufton + Crow, apart from where otherwise stated.

Western Concourse at King’s Cross by John McAslan + Partners

Above: photograph is by John Sturrock

Here’s some more information from John McAslan + Partners:


TRANSFORMING KING’S CROSS – LONDON’S HISTORIC STATION ACQUIRES A CONTEMPORARY TWIST

The new Western Concourse at King’s Cross opens to the public on Monday 19th March 2012.

“The transformation of King’s Cross station by John McAslan + Partners represents a compelling piece of place-making for London. The show-piece is clearly the Western Concourse – Europe’s largest single span station structure and the heart of the development, but the overall project is far more complex: an extraordinary, collaborative effort that has delivered an internationally significant transport interchange, fit for the 21st century and beyond.

We are very proud of our role as lead architects and master-planners of the King’s Cross redevelopment, and it’s immensely satisfying to see the project delivered on time, ready for the capital’s celebration of the London Olympics later this year.” John McAslan, Chairman John McAslan + Partners

Western Concourse at King’s Cross by John McAslan + Partners

With this multi-phased development now complete, the significance of the King’s Cross Station redevelopment is finally revealed. The transformation of King’s Cross Station for Network Rail involves three very different styles of architecture: re-use, restoration and new build. The train shed and range buildings have been adapted and re-used, the station’s previously obscured Grade I listed façade is being precisely restored, and a new, highly expressive Western Concourse has been designed as a centrepiece and the ‘beating heart’ of the project. When the station opens to the public next Monday, 19 March, King’s Cross will become a new, iconic architectural gateway to the city, ready for the 2012 London Olympics.

Western Concourse at King’s Cross by John McAslan + Partners

John McAslan + Partners began work on the project in 1998 and established the overall master-plan for the development in 2005. As a result the practice has played a key role in the wider transformation of the King’s Cross area – infrastructural, social and commercial changes that now connect the station with the massive King’s Cross Central scheme north of the station as well as to St Pancras, the London Underground, and the surrounding urban context. The architectural ambition of JMP’s scheme has been to create a new iconic landmark that will function as a key catalyst for the ongoing regeneration of this new London quarter as well as providing striking new facilities that will accommodate the 50 million passengers now passing through the station each year.

Western Concourse at King’s Cross by John McAslan + Partners

WESTERN CONCOURSE

The centrepiece of the £547m redevelopment is the new vaulted, semi-circular concourse to the west of the existing station. The concourse rises some 20m and spans the full 150m-length of the existing Grade I Listed Western Range, creating a new entrance to the station through the south end of the structure and at mezzanine level to the northern end of the Western Concourse.

The 7,500sqm concourse has become Europe’s largest single-span station structure, comprising of 16 steel tree form columns that radiate from an expressive, tapered central funnel. The graceful circularity of the concourse echoes the form of the neighbouring Great Northern Hotel, with the ground floor of the hotel providing access to the concourse. The Western Concourse sits adjacent to the façade of the Western Range, clearly revealing the restored brickwork and masonry of the original station. From this dramatic interior space, passengers access the platforms either through the ground level gate-lines in the Ticket Hall via the Western Range building, or by using the mezzanine level gate-line, which leads onto the new cross–platform footbridge.

Western Concourse at King’s Cross by John McAslan + Partners

Located above the new London Underground northern ticketing hall, and with retail elements at mezzanine level, the concourse will transform passenger facilities, whilst also enhancing links to the London Underground, and bus, taxi and train connections at St Pancras. The concourse is set to become an architectural gateway to the King’s Cross Central mixed-use developments, a key approach to the eastern entrance of St Pancras International. It will also act as an extension to King’s Cross Square, a new plaza that will be formed between the station’s southern façade and Euston Road.

Western Concourse at King’s Cross by John McAslan + Partners

WESTERN RANGE

The Western Range at King’s Cross is the historic station’s biggest component, accommodating a wide range of uses. Complex in plan, and articulated in five buildings, the practice’s considered architectural intervention has delivered greatly improved working conditions for the station staff, train-operating companies and Network Rail management teams. The Northern Wing, destroyed by bombing in World War II, has been rebuilt to its original design. The reinstatement of the Western Range also delivers key gated connections, including a new gate-line at the southern end, now the main point of connection between the Western Concourse and the platforms of the Main Train Shed.

Western Concourse at King’s Cross by John McAslan + Partners

MAIN TRAIN SHED

The station’s Main Train Shed is 250m long, 22m high and 65m wide, spanning eight platforms. The restoration includes revealing the bold architecture of the original south façade, re-glazing the north and south gables and refurbishing platforms The two barrel-vaulted roofs are currently being refurbished and lined with energy-saving photo- voltaic arrays along the linear roof lanterns, while a new glass footbridge designed by JMP extends across the Main Train Shed, replacing the old mid-shed Handyside bridge and giving access to every platform as well as the mezzanine level of the concourse.

Western Concourse at King’s Cross by John McAslan + Partners

Click above for larger image

JMP’s design integrates the main and suburban train sheds for the first time, creating a completely coherent ground- plan for passenger movements into and through the station. Improvements to the Suburban Train Shed located to the north of the Western Concourse and Western Range buildings have enhanced the operation of its three platforms (the busiest in the station during peak-hours).

Western Concourse at King’s Cross by John McAslan + Partners

Click above for larger image

The ambitious transformation of the station creates a remarkable dialogue between Cubitt’s original station and 21st- century architecture – a quantum shift in strategic infrastructure design in the UK. This relationship between old and new creates a modern transport super-hub at King’s Cross, whilst revitalising and unveiling one of the great railway monuments of Britain.

NikeFuel Station at Boxpark

Nike+ FuelStation at Boxpark

Sports brand Nike have opened an east London store where shoppers can see themselves reflected on motion-sensitive LED walls.

Nike+ FuelStation at Boxpark

Named NikeFuel Station, the store is located at Boxpark, a temporary shopping centre made from shipping containers in Shoreditch, in the London borough of Hackney.

Nike+ FuelStation at Boxpark

Runners visiting the store can learn which shoe styles are best suited to them using a digitized treadmill or read information about other products by interacting with touchscreens.

Nike+ FuelStation at Boxpark

Diagonal wooden panels on the walls reference the architecture of the first ever Nike store in Portland, Oregon, but are adorned with LCD countdowns instead of the painted digits on the original walls.

The NikeFuel Station will be one of the first stockists of the Nike+ FuelBand, a wristband that tracks your movements and gives you points for being more active – read more about it here.

We’ve also filmed a couple of movies with Nike’s global creative director Andy Walker, who gave us a guided tour of the store – keep your eyes peeled for these on Dezeen Screen in the next few days or see all our stories about Nike here.

Hackney is one of the five host boroughs for this years Olympic Games, as well as home to Dezeen’s offices, so we’re currently celebrating design talent in the area –  find out more here.

Here’s some text from the brand:


Nike Opens First Ever NikeFuel Station in London

Introducing The NikeFuel Station & NikeiD Studio at Boxpark, East London

Nike opens the world’s first ever NikeFuel Station – a retail space like no other designed for today’s digitally enabled athlete. Featuring a seamless mix of innovative digital services and physical consumer experiences, the store is set to re-define the retail landscape forever.

The cutting-edge store, which is located on the ground floor at Boxpark, the world’s first ever pop-up mall, features engaging digital experiences designed to enable and inspire runners to be the best they can be. From May, NikeFuel Station at Boxpark will also be one of the select stockists of the Nike+ FuelBand, an innovative wristband that tracks movement throughout the day to help motivate and inspire users to be more active.

NikeFuel Station at Boxpark experiences and services include:
• Floor-to-ceiling motion sensing, interactive LED walls designed to encourage you to move more and demonstrate NikeFuel – a new metric that is the measure of a person’s athletic activity
• Nike+ FuelBand interactive experience created in conjunction with AKQA – an engaging motion sensitive installation where consumers see a life-size, digitized reflection on an LCD wall that reacts to movement to create a stunning piece of digital art that can be shared with friends via social networks. The faster you move, the more spectacular the results!
• Augmented reality tools to bring product technologies to life giving consumers access to interactive, animated product information
• ‘Digital mannequins’ – motion sensitive intelligent mirrors that reveal film footage of local runners wearing key products from the store
• Interactive touch screens – providing consumers with information about Nike+ products, forthcoming Nike+ Run Club sessions and the ability to purchase products from the entire Nike collection via Nikestore.com
• Weekly Nike+ Run Club – free running club open to all East London runners
• Physio and nutritionist services – free regular consultations with physios and nutritionists for Nike+ Run Club members
• Gait Analysis – in-store treadmill to allow consumers to ensure runners purchase the right shoe to match their running style

Andy Walker, Global Creative Director, Nike said: “Nike is changing the face of retail with the opening of Nike+ FuelStation at Boxpark. Nike+ products and services have merged the physical and digital worlds to help inspire and enable athletes of all levels to be the best they can be. Now we’re taking this approach one step further by combining innovative products with digital services and interactive multimedia experiences to create a state-of-the-art retail environment.”

Designed entirely in-house by the Nike Brand Design team, the store mixes futuristic interior design and architecture with features inspired by the first ever Nike store, which opened in Portland in 1973. Just like the original store, Nike+FuelStation at Boxpark features the iconic ‘chevron’ shaped bleacher wall coverings that have been given a modern twist with embedded LCD ‘counting’ numbers replacing the hand painted digits seen on the originals.

NIKEiD Studio at Boxpark

Nike is also opening a separate NIKEiD Studio on the first floor of Boxpark where consumers can design and customise their own performance and lifestyle footwear with the help of consultants drawn from the local design community.

The NIKEiD space has a completely unique look and feel to the NikeFuel Station. Focusing on craft and creativity, the space is a fusion of a luxury boutique, a tailor’s workshop and a design library.

The main feature of the space is a 20 metre long oak bookcase that follows the same ‘chevron’ structure as the bleachers in Nike+ FuelStation. The bookcase is filled with a vast collection of inspiring design titles and showcase products to motivate consumers to design their ultimate Nike shoe.

Other features include four individual design stations set into gym-inspired tables, and two larger design stations using 55” plasma screens to enable groups of friends to collaboratively create designs.

The NIKEiD space is also the first Nike store outside of the US to feature the ‘Bowerman Wall’, an interactive 92” touchscreen wall which showcases an audio visual library of Nike’s heritage. True to the essence of customization the entrance to the space will be a canvas for local artists to showcase their creativity through the lens of Nike innovations.

The new NikeFuel Station and NIKEiD Studio are open now at Boxpark, 2-4 Bethnal Green Road, Shoreditch, London, E1 6GY.