THE PROJECT GOES LIVE
Nike Gorky had a live project element to it as well. This was set up in Nike Box MSK, a new space Nike created with Kosmos Architects. The project began just before the 2018 World Cup in Russia kicked off in June.
Unfortunately, we weren’t there ourselves but it consisted of a series of workshops with a focus on making custom football jerseys. Some were invitation-only, and others were open to a certain amount of participants from the public. Experts were on hand to help the participants with the tools, machines and materials. There were no limits, people cut up and re-assembled the jerseys, shortened them, extended them and used a variety of colours and materials.
In addition to the characters we created, we designed a set of abstract shapes, which we imagined could be used as alternatives to sponsor logos on the jerseys. The shapes were created using the letters we designed but in mirrored, rotated and merged combinations. Initially, Nike was planning to launch shapes for all the Moscow neighbourhoods but we steered away from that to arrive at more abstract solutions focusing on unification rather than separating groups and areas from each other. During the workshops, the typography and the abstract shapes later could be combined to create the custom jersey designs.
So far the project has led to quite a lot of visibility for our studio, and the team at Nike seemed very enthusiastic about the whole project too. It was a great challenge to work on a project with such a tight deadline, and to create a design that we think has distinct qualities in both Latin and Cyrillic. We only wish we could have been there to make our own jerseys!
Following the World Cup it will be interesting to see what Nike does with the designs. They own the rights to the lettering for another year. Then it reverts to us and we’ll be able to use and maybe develop the typeface further. Who knows?
COMPUTERARTS.CREATIVEBLOQ.COM - 96 - 07 “We designed a set of abstract shapes that could be used as alternatives to sponsor logos on the jerseys”
07 Some of the jerseys produced by the creative project held at Nike Box MSK were put on display in the temporary studio, with Dinamo’s unique lettering and numerals prominent.