Our one-day cultural activation for Nike x SKIMS at END. London reframed Pilates through movement, discipline and community-led experience design.
To launch the Nike x SKIMS collaboration, END. partnered with us to create a one-day cultural activation at Etage in Shoreditch. Our brief was to position END. as a destination within the wellness space, and we responded with an experience that brought together movement and community through a more thoughtful lens on contemporary Pilates culture.
Delivered in partnership with Pilates expert Sophie Rose, the programme centred on an immersive masterclass exploring the methodology behind Joseph Pilates’ original teachings. This was followed by a panel discussion featuring leading voices from across the wellness space, unpacking the evolution and cultural relevance of Pilates today. The experience concluded with a large-scale guided group session, inviting guests to embody these principles together through movement and practice.
We didn’t rely on hype or celebrity alone, and instead created an activation focused on creating genuine participation and connection. We brought together instructors, press, influencers and wellness communities within an intimate and carefully curated setting, positioning END. as a curator operating at the intersection of fashion, movement and contemporary lifestyle.
The Art of Pilates demonstrated how experiential design can deepen the relationship between brands and audiences through shared experiences. Our activation for Nike x SKIMS was an authentic physical expression of both brands, rooted in long-term community engagement.
CLIENT: END.
WHAT WE DID: CONCEPT, DESIGN, PRODUCTION, TALENT SOURCING & MANAGEMENT
LOCATION: SHOREDITCH, LONDON