Nike Present ‘Feel London’


In celebration of the new Free Hyperfeel, Nike will transform their 1948 space in East London into an interactive hub bringing ‘the art and science of ‘feeling’ to life’ in a new exhibition named Feel London.

Launching this Friday, October 11th, Feel London includes contributions from London based studio Universal Everything, architect and sculptor Daniel Widrig, audio-visual programmers Quayola & Sinigaglia and Japanese collective Rhizomatiks, each of whom has based their work on a single principle of the Nike Free Hyperfeel – fit, flex, freedom and feel respectively. Four unique installations have been created, and you will have your chance to visit and interact with each until the 20th of October.

On the 17th, Nike will also partner with Hellicar & Lewis for a live, interactive online broadcast called FEEL.TV, which will incorporate performances from artists, musicians and performers including the English National Ballet, the London Contemporary Orchestra, Redlight and Nike’s Run Dem Crew, where viewers will be able to interact with the performances via twitter.

In addition to all of this, Feel London will host a number of free workshops, talks and workouts. More info on each of these and information on how you can attend can be found here (but I’ve already signed up for Saturday’s ‘Interpreting Feeling’ talk). Nike have combined a huge number of elements to create something pretty special here, and I’m looking forward to checking out the four installations, as well as the talks and FEEL.TV live show next week. For more information on the event and on how you can attend each part, visit Feel London.

Adam Scotland

One of the three founding members of THE DAILY STREET, Adam is our Editor at TDS. Adam works in the streetwear industry for Out Of Step Ltd., specialising in both USA and UK brands. He also contributes to The Hundreds website.

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