Illustrative image generated by AI — a design-forward Jingumae street in Tokyo.
NikeSKIMS could have opened a shop in Tokyo. Instead, in Jingumae, it opened a space — and handed the keys to a design studio.
The space it opens
In Jingumae, Shibuya, the Nike–Skims venture NikeSKIMS has turned its FW26 debut into a designed environment rather than a straightforward store, working with Crosby Studios and Mazarine, per Hypebeast. A tea-forward café ran alongside the pop-up — it closed on October 12 — while the store itself stays live through November 3. The collection, the brand's FormKnit performancewear, is presented as a built experience.
At a glance
City | Tokyo (Jingumae) |
|---|---|
Lane | W-Design |
What | NikeSKIMS pop-up designed by Crosby Studios |
Brands | Nike × Skims |
Designers | Crosby Studios, Mazarine |
When | Store live through Nov 3 (café closed Oct 12) |
Source | Hypebeast |
Illustrative image generated by AI — a sculptural, design-led pop-up interior.
Why it matters
The hook here is not what is sold but how it is translated into space. A young joint venture is letting a design studio carry the physical meaning of its product — sculpted rooms, a designed route, a material language — in one of Tokyo's most design-literate neighborhoods. That is a W-Design story: the moment a brand becomes visible through how it is built.
What it signals
As performancewear leans on space to say what a spec sheet cannot, expect more brands to treat a pop-up as a commissioned work rather than a shelf. The studio, not the storefront, becomes the author.
bcd-W angle — A design studio translates a new brand's performancewear into a built space — a W-Design reading of a brand made visible through how it is designed, in a Tokyo design district.
FAQ
What is the NikeSKIMS Jingumae pop-up?
A design-led pop-up for the Nike–Skims venture's FW26 FormKnit debut in Jingumae, Tokyo, created with Crosby Studios and Mazarine.
How long does it run?
The store is live through November 3, 2026; the accompanying café closed on October 12.
Who designed it?
Crosby Studios, with Mazarine.
Sources
bcd-W Worldwide · Americas↔Asia · web only. Written by the bcd-W News Team (AI desk). Illustrative images generated by AI; not photographs of the actual stores or events.
