London-based agency Rosie Lee has built a shoe-box-pop-up to celebrate the the Air Max Day in Shanghai. Air Max Day is a global celebration for sneaker lovers to rally together and celebrate their favourite iconic Air Max sneakers. Rosie Lee were commissioned by Nike to head the launch of Air Max Day in Shanghai. The aim was to showcase the history of Nike’s iconic Air Max by engaging sneaker lovers in interactive and innovative events, focusing on these three key projects.


The retail takeover incorporated a series of instore installations creating an interactive and informative experience for the customer. The store was designed to lead the customer on a journey showcasing decades of Air Max heritage. Highlights included a epic digital countdown to Air Max Day, a sneaker wall, genealogy digital hub, foot selfie post, video wall and a deconstructed giant Air Max Zero.


The Nike AMD Pop-up space was created as a fully immersive Air Max experience at Design Shanghai. For the centrepiece Rosie Lee created an oversized, steel framed Nike sneaker box with transparent walls featuring rows of air bubbles exhibiting rare examples of Air Max.

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all images courtesy of Rosie Lee