Nike Mad Brilliance Pack Launch Pop-Up Installation, Oxford Circus London.

SDD24/25_02: NikeTown London recently hosted the Mad Brilliance Pack launch, transforming the ground floor into an immersive trial zone in anticipation of the Champions League Final.

The event introduced a new collection of football boots — Mercurial, Phantom, and Tiempo— set to be worn by Nike athletes during the UEFA European Football Championships.

The space was vibrant with pink turf and lighting, offering 192 pairs of the soon-to-be iconic 'pink foam / rose mousse' boots for visitors to try out, creating an unforgettable brand experience.

Pictures courtesy of Hotel Creative.

This project has been nominated for the Shop Drop Daily Concept

of the Year Award at this years Creative Retail Awards.

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