Posted on 28 Mar By Visionarism

SEVEN celebrates the launch of the Nike Air Max 270.

To tease a special event in Liverpool, progressive fashion retailer SEVEN placed a bespoke plinth in strategic consumer locations around the city. A holographic montage of the ‘Dusty Cactus’ interjected by the Nike and SEVEN logos was displayed inside the plinth, which revealed the details and location of the collaborative event.

While fashion and streetwear trends will always lead design and storytelling over functional and performance features of products, the culture is entwined with technology, as a muse and as a platform for communication. The launch of the Air Max 270 marks the beginning of a new era for the franchise. As the first Air bag designed for day long comfort rather than for pounding the pavements, the 270 is a nod to the culture that has become an important part of the Swoosh’s DNA as pushing the boundaries of athletic performance. Paying homage to the power of communities built through technology, SEVEN has set up installations around seven of Liverpool’s cultural touch points, displaying a holographic installation of the Air Max 270 ‘Dusty Cactus’. The event culminated in a light installation at the Bombed Out Church, mixing new technology with a historic pillar of the community.

Once an Anglican parish church, St Luke’s was badly damaged by the blitz in 1941. Since, it’s been used as a concert venue and event space; repurposing the ruins but keeping strong ties to the community. Just under two-hundred Natives from Liverpool’s fashion community turned out in force for the evening, with each individual coming together as one to celebrate the launch of Nike’s newest silhouette. With innovation and design at the forefront of the event, it was only fitting that some of the city’s most influential came to witness a display of culture and community.

Scroll down to see what went down at the event, in collaboration with LIPA (Liverpool Institute of Performing Arts)…

To find out more go to 7liverpool.