Nike Tech Pack pop up Studio opens in Melbourne
Sportswear brand Nike opened yet another memorable pop up installation last Monday – in the centre of our city, downstairs in a very shiny space… Highly polished concrete floors mirror the neon lighting and display systems, over-sized graphics and a long wall of projected, rotating images. Rather like a minimalist gallery space, the Nike Tech Pack Studio is certainly inspirational and a little confronting (as you might expect from this brand).
The pop-up space features their Tech Pack range (available for sale through the studio) as well as a selection of footwear and other apparel (not for sale… except on-line or through the usual Nike retailers). 30 minute “styling sessions” are offered (by appointment), visitors can also relax over coffee and use the tablets provided in the central cafe setting (to go on-line for those Nike products, of course) – and special events have been scheduled throughout the two week stint.
The first few days have been aligned with the Melbourne Spring Fashion Week – Nike hosted a runway event at the central MSFW: Hub then moved back to the Studio for an after party. Next week will feature visits from AFL (football) athletes, as well as Training and Urban Run Club events (bookings required).
As with previous pop ups, the Studio isn’t necessarily there to sell product… these Nike installations are more about the brand and profile. Juliana Nguyen, marketing director at Nike Pacific said that “Nike is renowned globally developing for ground breaking initiatives that connect youth with culture and create an elevated brand experience. The new studio space will showcase the Nike Tech Pack collection to thousands of consumers, media and influencers in a way that is unique to Melbourne”*
*source : Inside Retail
Where – 325 Collins Street Melbourne
When – daily til 14th September. 8-6pm Monday to Saturday, 10-5pm Sunday
Images : Nike pop up Melbourne, Google Images
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