Ace of space: Nike reaches a fresh Pinnacle

22 : 06 : 2011 Nike : RART : Tennis Matches

London – Sportswear brand Nike has taken over the Selfridges department store’s multi-functional space, The Ultra Lounge, to launch the Pinnacle range of clothes. The line is based on quintessential British style and is exclusive to Selfridges. The pop-up space will be open throughout the Wimbledon tennis tournament.

Nike Ultralounge at Selfridges Nike Ultralounge at Selfridges
Nike Ultralounge at Selfridges Nike Ultralounge at Selfridges
Nike Ultralounge at Selfridges Nike Ultralounge at Selfridges
Nike Ultralounge at Selfridges Nike Ultralounge at Selfridges
Nike Ultralounge at Selfridges Nike Ultralounge at Selfridges

‘This is a lifestyle collection we originally made for our top-tier athletes, but we wanted to be able to give that same elite offer to our consumers too,’ says Nike sportswear creative director Phil Dickinson.

The pop-up space will screen tennis matches, and Nike contracted arts directive RART to design an experience in which customers could have a design consultation resulting in a personalised design of one of 200 limited-edition polo shirts.

Selling the new Pinnacle line in a famous luxury department store space with different attractions is a great way to highlight the collection’s message, and to draw customers to the space.

For more about the future of retail, read our Beyond Retail macro trend.

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