ceft and company was assigned the design production and location sourcing of the nike considered event in nyc. the event was to focus on the environmental leadership programs at nike and the future plans for greener production.
the 57th floor location at the new 7 world trade center was secured for the event and built out accordingly. the location was chosen for its background as well as its aesthetic. the new 7 world trade center was the only commercial building in new york city at the time to receive the u.s. green building council’s leadership in energy and environmental design (LEED) certification, where it won a gold rating. it simply was an appropriate start for the project.
the interior, including walls, display platforms, and shelving were all made from locally sourced cellulose-based fiber wall-board (homasote), which is made entirely from recycled cardboard and paper. this of course had its disadvantages, but it ensured that at least the event left as little of a footprint as possible after the lights went out.
recycled steel hangers were sourced, welded together and finished to create displays for the nike moisture wicking jerseys.
once again, every decision was made to minimize waste impact in the aftermath of such an event. the select press core attended the event on its opening night with mark parker, nike’s CEO attending the Q&A, followed by fashion and opinion leaders, and concluding with a general launch and the broader press on its third and final night.
press lanyards were printed on FSC stock, with soy-based inks using hemp threading.
the impressive pegasus 25 of course had to have its own gallery. the shoe is equipped with audio video projections and a visually weightless display pyramid (again made with locally sourced cellulose-based fiber boards using fasteners and no glue).
other footwear collections were displayed in specially made corrugated boxes. this effect was not only created for a sturdy display, but to be practical enough to double as crates to have the items shipped back to nike.
five nike grind modules displayed the material recycled at nike’s factories, and were eventually reused in the creation of new sports apparel. the displays resembled art installations, rather than ground up excess rubber making.
