Nike “Dream Now”
Set within a vast warehouse in Greenpoint, Brooklyn, this exhibition marked the launch of Virgil Abloh’s Air Force 1 collaboration with Nike. As Acting Art Director, Keith Fowler worked closely with Louis Vuitton’s in-house team to bring Abloh’s vision to life: a surreal, cloud-wrapped city where street culture, digital innovation, and imagination came together.
At its centre stood a full-scale recreation of Abloh’s “Treehouse” studio – a deeply personal creative space reconstructed in exacting detail. Around it, a dreamlike skyline unfolded: sneakers levitated, rotated, and breakdanced mid-air, suspended in a fantastical, cloud-covered world. Each of the 47 bespoke Air Force 1s was paired with a digital hologram – a guessing game of what’s real and imagined – in the spirit of the surrealist references that often informed Abloh’s work.
The experience extended across New York with teaser installations – giant sculptures, globes submerged in tanks – that formed a cryptic, street-level trail inspired by Virgil’s Yellow Brick Road.
More than a retail space, the project was a tribute to Abloh’s role as a cultural architect – one who built spaces of wonder, memory, and collective emotion.
