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Eye Candy: Nike's World Cup "Stadium"

Nike creates a pop-up store for watching World Cup matches.

Maybe Adidas is winning the buzz war with Nike during this summer's World Cup. But Nike certainly is trying, with everything from an interactive skyscraper projection to a World Cup pop-up "stadium" installed on New York's Lower East Side.

Stadium NYC, designed by architect Rafael de Cárdenas, is a temporary space that will stay up through the fall. The walls and furniture are made of humble Peg-Board. Seating comes from "modular cells," whose form is echoed by the flashy, fluorescent paint job on the floor. (Which itself is supposed to evoke the "dynamism" of a soccer pitch, covered in swarms of sprinting players.) The cells can be rearranged for viewing events—the space is being programmed with a slate of art installations, games, and viewing parties for the matches.

According to de Cárdenas, ""We began with a soccer field as a visual start and rotated it, revolved it and replicated it until we eventually came up with a unique pattern...The design allows for people to move the triangular shapes and customize their own experience at stadium."