Nike+ Fuelstation, iD Studio and new exhibition at Boxpark

by thewheatandthechaff

Nike have been very busy in East London in the last month, having opened two new concept stores at the Boxpark pop-up mall in Shoreditch, and last week saw them launch the latest exhibition – Boxpark’s third this year – for the retail space’s outdoor ‘gallery’ (essentially, temporary boards mounted onto the sides of the shipping containers on the wooden decking upstairs). 

The first of the concept stores is the Nike+ Fuelstation, which from May will be one of the first stockists of the Nike+ FuelBand – a wristband that allows users to set fitness goals, track their activity throughout the day and gain points for being more active. Fittingly for the soon-to-be home of such a cool gadget, the store is suitably hi-tech.

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

Motion-sensor LED walls run floor-to-ceiling, changing colour from red to green as customers walk past. Instead of mannequins, motion-sensitive smart mirrors reveal film footage of local runners wearing products from the store.

Probably the coolest feature is a Microsoft Kinect hack installation that allows visitors to create a life sized digitized version of themselves on screen, which can then be shared through social media.

There are also plenty of touch screens, an in-store treadmill for customers to guage the best shoes to match their running style and gait, a weekly Nike+ Run Club for local runners and free regular consultations with physios and nutritionists for it’s members.

Below is the brand’s promotional vid on Vimeo which should give you more of a flavour of the look and feel of the store.


The other store is the NIKE iD Studio, a separate space on the second level of Boxpark for custom design trainers by appointment.

Again, fittingly for the concept, the space is kitted out like a design studio – iMacs run down the centre of the store whilst bookshelves are stacked with various trainers, fabric swatches and other sources of inspiration.

On an exclusive angle, the new studio will be the only retail location to purchase the Nike Cortez iD Project by Art & Sole.


Finally, for the art exhibition, Nike have commissioned 11 local artists to interpret and illustrate the Free iD design inspirations of 11 UK athletes including Perri Shakes-Drayton (as imagined by Matthew Bromley, below) and Mo Farah. 

Below, Holly Beasdale takes on the pole vault (obviously), by Rob Flowers.

A limited edition book featuring the works is available exclusively from the NIKEiD Studio at Boxpark for customers designing the latest NIKE Free Run+iD kicks.