designwire daily | Boex Helps Nike Catch Atlantic-Coast Tubes

Boex Helps Nike Catch Atlantic-Coast Tubes

by Deborah Wilk | Monday, July 18, 2011

Times have changed since Nike shook up the retail landscape with its superstore-cum-amusement-park concept Niketown. Of course, the global athletic-attire company that preaches forward thinking by advising consumers to just do it is hardly one to be left in the dust. By engaging seven-year-old Cornish design firm Boex to create a pop-up shop, Nike once again flexes its considerable taste-maker muscle. Located on the coastal town of Newquay, the heart of England’s surf community, the clothing store is intended as a hangout for both local and visiting wave seekers by offering services to customize boards, a Facebook-linked photobooth, live surf Web cams, and a surf-wax-inspired game, the details of which we are eager to learn. The interior mixes rough-hewn wood surfaces and vintage-style lighting, reminiscent of the classic shack, with slick appointments including iconic design furniture, graphic feature walls, and a host of flat screens. This particular stop on the endless-summer tour will pull up stakes on August 27.