1948 is Nike’s creative playground-retail store in the old brick railway arches of Shoreditch, London. In addition to displaying and selling shoes, 1948 offers an entire art floor for events, installations and assorted fun.
The installation created by Finland-born illustrator/artist/designer Kustaa Saksi is all about the historical fun journey of the Nike running shoe. Typical for the currently Amsterdam-based Saksi, the sprawling scene has a pop-art, retro feel that fits Nike’s history as a brand. Saksi’s Volkswagen van and psychedelic colors illustrate the pre-swoosh era in an earnest and deliberately clunky way.
Saksi’s last name translates as ‘scissor,’ or it could also be ‘Saxon,’ depending on your preference. He is proficient in many media, including print, sculpture and now also more frequently 3D. Saksi has also designed massive building wraps, and even clothing and wallpaper. His book, Offpiste (2008), is a visual feast of his recent work. In addition to Nike, Saksi’s client list includes Comme des Garçons, Citroen, Diesel, Issey Miyake, Lacoste, Levi’s, New York Times, Mercedes Benz, MTV, Playboy and Wallpaper. – Tuija Seipell