Working in collaboration with Nike Brand Design, Rosie Lee have designed a ground floor takeover of Niketown London to celebrate the launch of Neymar Jr.’s “Ousadia Alegria” collection.

The installation promotes the new Hypervenom II edition of Brazilian soccer star Neymar Jr.’s. signature boot, featuring the street art of well known Brazilian artist and designer Bruno Big. Taking influence from Neymar’s infamous motto “Ousadia Alegria”, meaning “joy” and “daring”, Bruno translates the motto into a stylised fist and heart artwork.

We designed a series of installations that connect the whole story around the new release. The fully immersive experience utilises Big’s street art to the max, covering all surfaces. With a mix of textures, from concrete to plywood telling the “Ousadia Alegria” story in a physical way. Discoverable details such as tattooed mannequins and spray cans covered in Big’s art complete the storytelling.