Dec 08, 2017 | By WGSN Insider
Jul 16, 2010
Almost a week after the WC has ended, we still have football fever! In celebration of the game, 255 Studio has once again transformed to become the ultimate destination for the sports fan. 255 Studio is a virtual personalization playground for anyone seeking out the chance to represent their team country with more than their team colors.
Nike Sportswear turned to renowned New York creatives, Kimou Meyer and Chris Isenberg, to interpret the legacy of the Brazilian team and tap into New York City’s soccer culture. The result is a space that combines the heritage of Brazilian soccer juxtaposed with the history of US soccer culture and other nations who love the game. Wrapped in a graphic wall paper that chronicles historic US Soccer milestones through iconography, symbolic references to such countries as Brazil, Argentina, Germany, among others, represent a robust menu of customization options for any enthusiast eager to wear their loyalty on their sleeve.
“For 7 years as a kid I played junior league at a soccer club in my neighborhood in Geneva, says Kimou Meyer, “that was my introduction to soccer and once you love it, you keep the passion for the game your whole life”. With 255 Studio, we wanted to create an experience where soccer fans can really create a one of a kind piece that represents this love.”
Inspired by the 1950’s to 1980’s era of team uniform creation, Nike Sportswear icons such as the AW77 hoody, the GS Polo, the NSW tee, and the N98 track jacket can be personalized using flocked appliqués, vintage patches, and a new laser technology that allows for an innovative level of precise treatments nearly close to the days when a team would consult a tailor to create a look that was individual for the field. Drawing inspiration from the cultural cues of each country, objects such as flag colors and national animals stand as inspirational emblems for each country. A consumer can chose from this menu of applications to embark on an experience resulting in a garment that is truly one of a kind and available immediately.
“The 2006 games felt like the year soccer officially arrived in New York City,” says Chris Isenberg, “that was the year I saw hepcats rocking Brazil and Cote d’Ivoire jerseys, my friends were caught up in the games, and the international soccer bar scene flowered. We were inspired to create a space to serve the 2010 version of that experience with product that can evolve as events unfold.”
255 Studio on Elizabeth St, will be open on a walk-in basis, Tues-Fri 11am-7pm and Sat-Sun 12pm-7pm.
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