Inside NikeLab 1948 London : Footwear : Soccer Bible

Last month Nike opened its new retail concept store, NIKELab, across six European cities: London, New York, Paris Milan, Shanghai and Hong Kong. We hit the London space to see what’s making it the coolest store in Shoreditch.

Hidden under the railway arches on Bateman’s Row, just off Shoreditch high street, NikeLab London - amongst its six other European locations - is a new type of retail showcase that provides an outlet for Nike’s myriad of exclusive limited edition drops and collaborations. This is as far removed from NikeTown London as you could possibly get, catering not for the masses but for the refined sneaker freaks and true Nike obsessives. Limited editions that express the intersection of sport and design include the Nike Free Mercurial Superfly HTM and the NIKE F.C. Real Bristol collection.

Arches 477 /478 Bateman's Row Shoreditch London EC2. nike.com.