Jacquemus and Nike staged a real sports festival in the heart of London Selfridges. Their joint pop-up, the "Room of Wonders", impresses with large-scale installations in the form of giant Swoosh (Nike logo), which look more like art objects than decorative elements. Inside these Nike sculptural symbols, visitors will find not only exclusive products, but also interactive elements that create the atmosphere of a real sports holiday

The contrast between the industrial design of the space imitating gym locker rooms and the bright, white and red Jacquemus x Nike collection creates a unique aesthetic. Visitors will not only be able to purchase exclusive items, but also immerse themselves in the atmosphere of sporty chic and fashionable art. Huge headphones, mints and bracelets with the Nike logo are not just decorative elements, but an invitation to play and experiment. And exclusive juices Nike x Jacquemus will be a pleasant addition to shopping.

You will be able to visit and see the "Room of Miracles" with your own eyes until August 12.

The emergence of pop-up stores with interactive elements has become one of the main trends in retail. Brands are increasingly using unusual formats to present their collections and create memorable experiences for customers. Of course, one cannot but rejoice at the fact that sports are becoming fashionable, for example, the trend towards tennis aesthetics, but first of all it promotes clothing sales, and the most important thing is that it really encourages people to master a new sport, and would not exist only for the sake of beautiful photos, cultivating overconsumption.

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