Ultimate sensory football… at Selfridges
Nike tasked HelloVon to create a 17-window installation for London department store Selfridges. And the artist’s images of World Cup footballers take up the entire length of the building’s Oxford Street frontage.
Plus at the brand’s Nike Stadium at Selfridges – located in the lower-ground floor arts and exhibition space, the Ultralounge – football fans can find a ‘constantly immersive and stimulating football experience’ featuring more than 60 plasma screens for watching World Cup games.
“Looking beyond the obvious support of the English football team, the Nike Stadium at Selfridges will pay homage to the most successful and feared footballing nation of all time – Brazil,” the brand said (prior to that team’s exit from South Africa). “The space itself takes its inspiration from the country’s famed on-pitch passion and energy and its design follows the yellow, green and blue colour cues of the national flag. Elements of Brazilian culture from dance and music to art and entertainment will be seamlessly incorporated into the Nike Stadium at Selfridges to create the ultimate sensory football experience.”
And over in Spain, Nike Stadium Madrid opened its doors for the first time 2nd July, with The Cines Luna venue showcase immersive football, starting with the Creacción Lab. The Lab features music and production workshops, installations and special Nike GS Polos designed by a dozen fashion designers inspired by the world’s best footy players.
