Cool Hunting

Enlisting the interior design brilliance of Masamichi Katayama Nike's first Tokyo flagship store located in the style-magnet Harajuku district opens tomorrow. We were invited in advance of the grand opening to take a look.

While unmistakably Nike, the space makes an inspiringly distinct departure from their other stores. Katayama used elements from shoes and the brand's history to create crisp but playful treatments. Black rubber soles cut into square tiles make up one wall, while waffle irons, similar to the one used to make the first Nike running shoe tread, offer a poetic backdrop for the latest high-tech trainers (both pictured below). The centerpiece shoe chandelier hangs over the stairway between the first and second floors, made from 400 pairs of of various styles, all in white leather and creating a subtle glow by reflecting lights pointed at them. Behind the cash wrap on each floor is a different creative installation: floor one features a "Just Do It" sign made from foot molds, the second floor has a nautilus made from Dunk uppers (pictured above) and the third floor hosts a crest made from cleats. Beyond these remarkable elements, subtly sophisticated details are there for for discovery throughout the store, some of which are captured in the images below.

In terms of product, the Tokyo flagship store features a huge range of items from both sport and Sportswear. On the first floor, a Runner's Studio facilitates finding the perfect shoe for running needs. The second floor features a huge NIKEiD studio and the third floor, aka Bootroom, is dedicated to Football gear—a feature only seen otherwise at Niketown London. To celebrate the opening Nike worked with 11 Japanese athletes to create unique colorways from a variety of styles that will only be available at this location.

We had an opportunity to sit down with Katayama and hear about his inspiration and process for creating the store's experience so we shot some video. Stay tuned for a CHV soon. In the meantime, check out some photos of the space below.