The sneaker world is no longer satisfied with a traditional sneaker drop. Now the most anticipated releases are accompanied by art installations and multi-sensory retail experiences. Nike Shanghai are leading the way in ostentatious release events, following their cinematic showing of the Acronym VaporMax trailer with an interactive pop-up to celebrate the release of the Off-White x Nike VaporMax.
In opulent surrounds inspired by 19th century fabric shops, attendees could buy the highly coveted shoe, make like Virgil and customise silk tote bags, and delight in traditional mung bean cakes.
With events like this, we can’t wait to see what Nike Shanghai have in store for Virgil’s white VaporMax next month.