This month has been undoubtedly busy for Virgil Abloh and his ‘Off White’ and Nike team as they wrap up the ‘Ten Icons/Off Campus’ events in London and start their next stop off to Milan and Paris. In support of the ‘Ten Icons’ drop/exhibit (recap here) Nike opened their ‘Off Campus’ space in East London, where behind a cavernous warehouse door, signed only with ”Think Tank” for 1 week only, they held and conducted fully immersive workshops in design and build education over 3 floors, giving all successfully enrolled attendees unprecedented access to sneakers/apparel, materials, equipment, and studio space armed with two way mentoring expertise from industry leaders. Led by Virgil Abloh, who took part in sneaker culture / Air Jordan talks, which also included further production workshops on design, print, music, and art by seminal creative industry luminaries such as Neville Brody & Associates, Peter Saville, Benji B, No Vacancy Inn, Michelle Lamy, A$ap Nast amongst many others including a host of Nike/Jordan Brand’s own design team members.
The ‘Off Campus’ concept was inspired by the core idea of the ‘Off White’/’The Ten’ collection, which was to witness the journey of exploration and exchanging of ideas within sport and culture, to strip back and follow the process of re-design and re-invention, while absorbing history and crossing insights from within the Nike setting. Attendees were encouraged to freely express their creative impulse and learn to apply and develop their ideas within each of the workshops, the Air Force 1 Deconstruct Workshop was just that, take apart, rebuild, design and rework an Air Force 1, while the ‘T-Shirt’ Workshop did similar and allowed you to screenprint your individual design live, 2D print and typography was also a popular programme where seminal graphic design institution Neville Brody & Associates led the charge for Converse Chuck Taylor.
Like the Nike and ‘Off White’/’Ten’ collection itself, the ‘Off Campus’ programme is undoubtedly a high concept, ambitious yet impressively curated and executed event. Seldom, if ever has the opportunity and invitation been as generous and/or transparent, allowing the viewer/consumer a chance to witness and learn about the inspiration and to participate in the process of the product ideation, and invent their own experience and journey for and from it.
We like this collection. Alot.
Virgil has done a really exceptional job of making these silhouettes exciting, same, familiar, but different, recognisable yet quite fantastic in detail. He’s given you more of what made them great but cleverly tweaked and modified them, and like it’s capsule title suggests, they have been truly deconstructed, taken apart yet faithfully done so. Although in truth, the older models experience a far greater sense of re-invention. But as a whole, it’s tastefully done and the concepts really work together. It only remains to be seen whether we will see other models like the Air Max 1, Air Jordan IV, or even an Air Trainer I deconstructed like this, the possiblilities for breathing new life into staple silhouettes can be endless. And with Nike they amp up the ‘Off Campus’ experience which successfully has been much more than just about the sneaker collection itself. We look forward to the global release of the full ‘Ten’ collection in November and with the remaining 5 pairs yet to be released and reviewed, hope it will continue to be as inspired also.
The Nike x “Off White’/Virgil Abloh collection/exhibits next stops at Milan and Paris – If you can go see it, we would definitely recommend it. Please enjoy pics from our ‘Off Campus’ recap, and be sure to check for updated information via Nike.com, and stay with us here at EU Kicks for future events news and releases.
(All photography by EU Kicks)
Many thanks to Nike London