1948 is Nike’s creative playground-retail store neatly tucked away in the old brick railway arches between Shoreditch High Street and Curtain Road in East London. In addition to displaying and selling shoes, 1948 offers an entire art floor for events, installations and a social meeting point. This installation in 1948 was created by Finland-born illustrator/artist/designer Kustaa Saksi who creates retro-futuristic kaleidoscopic imagery, daunting and irresistible. This installation is all about the historical fun journey of the Nike running shoe. Saksi is a Finnsh illustrator and designer living and working in Amsterdam, via Paris for four years. Saksi sprawling scene creation has a pop-art, retro feel familiar to his other works, and it fits perfectly with Nike’s history as a brand. Saksi’s Volkswagen van and psychedelic colors illustrate the pre-swoosh era in an earnest and deliberately clunky way.
The installation for Nike Running at the showroom 1948 in Shoreditch, London
The teaser campaign with differences between men and women
This is a 2D sketch of the elements in the space – in co-operation with nike design department
Nike Lunarglide shoe
In addition to Nike, Saksi’s client list includes Comme des Garçons, Citroen, Diesel, Issey Miyake, Lacoste, Levi’s, New York Times, Mercedes Benz, MTV, Playboy and Wallpaper.