Red Campaign, Global Launch


FormRoom teamed up with Nike Town and Bono on the RED campaign ’Lace Up, Save Lives’ to fight HIV and AIDS in Africa. This impressively large project involved fitting out all the interiors for each floor of the infamous Nike Town on Oxford Circus.

FormRoom built several large in-store installations, each supporting the ’Lace Up, Save Lives’ campaign message. Our sister division Prop Studios also produced all the window schemes.

The World’s media and guests descended on Nike Town for the campaign launch, hosted by Bono and football stars including Didier Drogba and Joe Cole.

Project Features

Retail Interior Design
Interiors & Furniture

Design + Manufacture

The large entrance graphic of Didier Drogba was printed onto Kapa board with vinyl decal logos. The 3D cat’s cradle football was made in a steel structure and concealed by red shoelaces. The base platform was cladded in 5mm foamex wrapped in red vinyl.

The Bootroom entrance installation was constructed from MDF clad with horizontal bands of red laces. Alternate rows of 3D shoelaces were threaded through the faux leather backpanel to form the shape of Africa and ‘Lace Up, Save Lives’ text.

The scheme won the RVM ‘Best In-Store Branding’ award.

“It is by far the best marketing launch that we have done in Nike Town London – I would even say globally across all Nike Town’s!”

Sharon Beagrie Nike

Design + Manufacture

We installed white trussing in the Townsquare area to suspend Polaroids on red shoelaces. A series of white flat metal bars were suspended from the trussing, from which the shoelaces are attached to. Three plinths are in the central area displaying items wrapped in shoelaces.

Another striking in-store display featured 18 mannequin all lined-up and positioned in an identical stance. The plinth was wrapped in red vinyl and red gels added to fluorescent strip lighting.

Our team installed the scheme over five nights.

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