NIKE

NIKE X ELENA SALMISTRARO POP-UP

Site Specific installation
Curated by Valentina Guidi Ottobri
At LUISAVIAROMA
May 2019, Florence

Elena Salmistraro created the pop-up installation for Nike at LUISAVIAROMA in Florence in 2019, as part of the retailer’s 90th anniversary celebrations and the launch of the new Nike ZoomX Vista Grind.The project transformed the store into a colorful, immersive environment inspired by the sneaker itself. Salmistraro focused on the shoe’s most distinctive element: the fluorescent green recycled foam visible inside the sole. She turned this feature into a large sculptural installation, creating what design publications described as a “foamy niche” or slime-like architectural setting, with the sneaker displayed like a totem at its center. The space combined neon green and orange tones, graphic wall treatments, cartoon-inspired visuals, and oversized forms that echoed the futuristic aesthetic of the shoe.