Beijing – Nike recently invited Coordination Asia to create a one-off Nike Studio in an art gallery to coincide with the World Athletics Championships, hosted in the city in August.
The studio’s design features large-scale motivational graphics and neon-framed workout zones. The polished studio space includes a futuristic black yoga room lit by an LED grid reminiscent of a gaming aesthetic. In contrast, luxurious wooden and marble benches decorate the gallery that features portraits of athletes.
Shanghai-based studio Coordination Asia describes the project as ‘a fully immersive experience based around ideas of infinity and empowerment’. It says the design cues are transparency and lightness, which emerge in the studio’s combination of luminescence and darkness, and the use of gridlines to play with perspective.
The studio’s location in a contemporary art gallery gives the pop-up studio a symbiotic character that encourages art lovers to improve their fitness and fitness fans to engage with the arts.
The Big Picture: In our 2013 macrotrend Body Temples, we predicted that sports and fitness would become one of the key areas of cultural expansion, moving away from its previously functional market space towards a more elevated position through integration with other sectors.