The NIKE Cortez was the first track shoe created by Nike. To celebrate its 35th anniversary the brand planned a pop-up event in E. London that would earn coverage in the style press and with social media. Working as a consultant to CAKE Media, Thunkgood developed the idea of 'The Hoxbox', a 50m2 art installation located in Hoxton Square, opposite The White Cube gallery, that would explore the shoe's design and Nike's DNA.

The external structure employed the shoe's materials and manufacturing technologies (in particular thermoforming). Inside, conceptual works by artists such as Gary Hill and Valentin Ruhry explored design themes such as 'lightness', 'flexibility' and 'performance'. A discreet Nike swoosh above the entrance to the structure was to be the only branding.

The concept was highly commended by Nike and came second in a 4-way competitive pitch.

(All graphics by JD Gilston)