Services: Bespoke Fabrication, CNC Machining, Custom Electronics, Glass and Steel Finishing Location: Niketown London, Oxford Street, London We were commissioned to design and build four bespoke product glorifier plinths for a Nike footwear installation at Niketown London on Oxford Street. The brief came to us through a production agency working within a wider creative and brand supply chain. Our scope was the physical build: four individual display plinths, each housing a unique sculptural metaphor representing the performance qualities of the shoe it displayed, with integrated custom electronics triggered by the removal of the product.
Niketown London on Oxford Street is one of Nike’s most prominent retail environments in Europe, where display quality is evaluated against the highest standard. The installation formed part of the Nike Road to Paris campaign, celebrating the performance qualities of a new footwear release. The creative concept used physical metaphor to communicate speed, power, energy and charge: four ideas, four plinths, four unique internal sculptures. Each shoe was displayed on top of its corresponding plinth, and the moment a customer lifted the product, the plinth came to life. The brief required the plinths to function as both premium product pedestals and interactive display pieces, with no compromise on material quality or electronic reliability.
We fabricated four glorifier plinths in premium glass and polished steel, each containing a unique hand-crafted metaphor model and a custom light-chase electronics system. Each plinth was constructed with a glass body and polished steel trim, finished to the standard expected of a flagship retail environment. The four internal metaphor models were each unique: a racing car representing speed, a jet representing performance, a battery cell representing energy and endurance, and a tesla coil form representing power and charge. Each model was built to sit within the glass body of the plinth as a visible contextual element beneath the displayed shoe. The electronics were designed and built in-house. When a shoe is placed on the plinth the display is at rest. When the shoe is lifted, a light sequence chases automatically through the plinth, drawing attention to the metaphor model inside and creating a moment of theatre at the point of interaction. The system was engineered for reliability across continuous public use with no manual reset required. All four plinths were produced to a consistent build and finish standard, tested fully in the studio before delivery, and supplied ready for installation.
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