ARTICLE ZOE CHODOSH

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TEXT ZOE CHODOSH

THE SPORTSWEAR GIANT ONCE AGAIN OUTDOES ITSELF WITH ITS NEWEST RETAIL EXPERIENCE.

June 12, 2014. If you work here at VMAN, you would have noticed the crazy long line extending down Mercer st and in front of our store front this morning. Experienced Soho inhabitants know this kind of gathering can only mean one thing: a new Nike sneaker is dropping. Today, however, it's more than just a single limited edition style or colorway that drew a hoard of sneakerheads to a single location, it's an entire store of new releases. Nike's 21 Mercer location—along with others in London, Paris, Milan, Shanghai, and Hong Kong—are now home to NikeLab, a new retail concept designed to showcase only the brand's top-of-the-line, exclusive collaborations and innovations. NikeLab will present a curated array of limited edition styles, unique capsule collections, and new variations on celebrated classics all in a way that connects the spheres of physical and online retail. Every aspect of the store, from the materials that make up the physical architecture to the look of the  website (Nike.com/NikeLab), is calculated with the help of long time collaborator Arthur Huang to create a shopping experience that is unique and examplar of Nike's core principals of design.

So what is it, exactly, that attracted people to line up on Mercer as early as yesterday afternoon? Mainly the Nike Free Mercurial Superfly by HTM, the newest product of the collaboration between Nike CEO Mark Parker, Hiroshi Figiwara of Fragment Design, and legendary Nike designer Tinker Hatfield. The shoe combines innovative elements from Nike Flyknits, Nike Frees, and the cutting edge design of HTM to produce a shoe that we think will be written into the history of sneaker-ism.

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Photos courtesy of Nike

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FACE OF A MAN-CHILD INSTAGRAM DOES COUTURE BACKSTAGE: SALVATORE FERRAGAMO F/W \'14 NICE ADS: JIL SANDER S/S \'14
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