NIKE+ fuelstation clubhouse at clapham common NIKE+ fuelstation clubhouse at clapham common
aug 04, 2012

NIKE+ fuelstation clubhouse at clapham common

NIKE+ fuelstation at clapham common, london

 

 

 

the new NIKE+ fuelstation clubhouse is a 384m2 space that was designed in-house by the nike brand to motivate london’s athletic community. situated on the south side of clapham common, one of the city’s top sporting areas, the goal of the initiative is to bring premium experiences and services directly to london athletes.

combining design and architecture with sustainable features, the venue includes exterior floors created using raw material made from recycled athletic shoes known as nike regrind. visuals of runners are diamond cut into the solid steel elements of the exterior forming a montage of local athletes, while plasma screens on the interior house the nikefuel stream.

the ground floor of the NIKE+ fuelstation at clapham common is home to the NIKE+ innovation zone which brings to life nike+ experiences and allows runners to join nikeplus.com and be part of the world’s largest running community. nikeiD terminals are situated on the first floor. here individuals are able to design their ideal footwear and apparel with the aid of experienced design consultants, as well as being able to order products directly via the nikestore.com. there is also a nike+ trial zone where athletes have the opportunity to try out the latest in nike+ digital sports products for free including NIKE+ running, football and training footwear; the nike training club app; and nike+ fuelband trials. the complex offers sportsmen and women one-to-one consultation with real athletes, along with dedicated and free daily nike training club classes led by nike master trainers.

the exterior features visuals of runners diamond cut into solid steel elements

the clubhouse by night

the complex is digitally enabled connecting athletes to various nike programs

the ground floor nike+ innovation zone

nikeiD terminals where consumers can design their own footwear and apparel

view of one of the displays

  • So basically, Wandsworth and Lambeth council gave the green light for Nike to open a very conspicuous Shop/Advertising Feature in the middle of Clapham Common.

    But at least its got some ethical and sustainable type stuff factored in to offset the lighting and Plasma screens being on 24 hours a day.

    Douglas Montgomery says:
  • Its good to see the local governments commitment to promoting healthier lifestyles, what with increasing obesity in children from underprivileged backgrounds etc…. oh wait a minute.. you have to be a subscriber to nike what..?

    Douglas says:
  • The most important thing is to create a myth around your wares. That’s what’s happening here. Nike is god-given.

    Als says:
  • Oh my…what a mess.
    That permission for this project was granted, and that Nike had the bad judgement to design it in-house.
    Some days we’re meant to stay in bed.

    Chaszr says:
  • It’s not a store, get that right first. You get to trial product for free, whenever you want. The power turns off at 10:30pm and is back on around 6pm.

    It wouldn’t have been built if it was just for advertising, it\’s a cool place to visit too and try and get fit

    LOCOG says:
  • @LOCOG

    “It wouldn’t have been built if it was just for advertising, it\’s a cool place to visit too and try and get fit”

    Who are you kidding?

    Knowing local politics as we do in London. I think a more honest translation of your statement would read:

    ‘It wouldn’t have been built if it WASN’T for the advertising, its a cool place too for NIKE TO GET RICH(ER)’

    .

    Douglas says:
  • why the hell every shoes is the same?????

    gita says:

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