Nike Off Campus
“Ten Icons Reconstructed” – one of Nike’s newest collaboration is a celebration of Nike footwear classics reinterpreted by architect/designer/creative director Virgil Abloh. ATOMIC’s production, design and set construction teams collaborated with Nike for the launch event, “NIKE OFF-CAMPUS” in NYC for Fashion Week. The three-day event and immersive space showcased “The Ten” – ten Nike footwear icons and Abloh’s take on them – through vignettes detailing the creative process, interactive workshops, lectures and a retail space. Our team transformed Skylight 23 Wall Street in collaboration with Hotel Creative and Nike Brand Design.
Influencers, creators, sneakerheads and tourists all became students at the three days of “OFF-CAMPUS” events. The space was at capacity, lectures were standing room only, each of the free workshop spaces were filled immediately and the Virgil x Nike items available at the retail store flew off the shelves. #Offcampus saw lots of traffic and posts during the three-day stint.
The “Campus” was a 60,000 sq. ft. raw space that ATOMIC transformed using Abloh’s aesthetic of reconstructing the deconstructed into a lecture hall, classroom/workshop, museum environment showcasing the history of the TEN ICONS and retail store. Raw materials, industrial substrates and fan-generated content were all key elements in exploring and explicating the story of how the Virgil x Nike creations evolved. ATOMIC’s design team supported this vision and brought it to life with the help of the Set Construction team. Together, they employed every technique in our arsenal including fabricating faux concrete, creating distressed yet new skate ramps and basketball court floors, backboards, and the centerpiece of the Icon vignettes for the Virgil Air Jordan 1. An exact yet invisible replica of Michael Jordan’s shape – in full uniform, shoes and gold chains that magically flew through the air, dunking on a video backboard.
Thank you to our amazing clients, Nike Brand Design and Virgil Abloh, creative partner Hotel Creative, and guest and retail experience manager MKTG. Huge shout out to our partners and vendors on site: 4Wall, A.Form, Aggreko, Big A Solutions, BMS, C2W Rigging, Coronel, Dimitri Carpet, GSS, My Kitchen Witch, National Fence, Skylight Studios, Theatrical Resources, Verona Production Group, Seth Bernstein and Lorenzo Caddeo.