{"id":5225,"date":"2017-11-30T03:12:27","date_gmt":"2017-11-30T03:12:27","guid":{"rendered":"http:\/\/blog.thestorefront.com\/?p=5225"},"modified":"2026-07-16T17:15:50","modified_gmt":"2026-07-16T17:15:50","slug":"hypebeast-launches-highly-anticipated-nike-x-virgil-abloh-pop-hong-kong","status":"publish","type":"post","link":"https:\/\/www.thestorefront.com\/mag\/hypebeast-launches-highly-anticipated-nike-x-virgil-abloh-pop-hong-kong\/","title":{"rendered":"Nike x Virgil Abloh Pop-Up in Hong Kong: Bringing \u201cThe Ten\u201d Collaboration to Life"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_73 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.thestorefront.com\/mag\/hypebeast-launches-highly-anticipated-nike-x-virgil-abloh-pop-hong-kong\/#Nike_Pop-Up_Store_for_%E2%80%9CThe_Ten%E2%80%9D_Collaboration\" title=\"Nike Pop-Up Store for \u201cThe Ten\u201d Collaboration\">Nike Pop-Up Store for \u201cThe Ten\u201d Collaboration<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.thestorefront.com\/mag\/hypebeast-launches-highly-anticipated-nike-x-virgil-abloh-pop-hong-kong\/#The_Nike_x_Virgil_Abloh_Collaboration\" title=\"The Nike x Virgil Abloh Collaboration\">The Nike x Virgil Abloh Collaboration<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.thestorefront.com\/mag\/hypebeast-launches-highly-anticipated-nike-x-virgil-abloh-pop-hong-kong\/#Popping_up_in_Hong_Kong\" title=\"Popping up in Hong Kong?\">Popping up in Hong Kong?<\/a><\/li><\/ul><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.thestorefront.com\/mag\/hypebeast-launches-highly-anticipated-nike-x-virgil-abloh-pop-hong-kong\/#An_Immersive_Sneaker_Pop-Up_Experience\" title=\"An Immersive Sneaker Pop-Up Experience\">An Immersive Sneaker Pop-Up Experience<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.thestorefront.com\/mag\/hypebeast-launches-highly-anticipated-nike-x-virgil-abloh-pop-hong-kong\/#Why_Pop-Up_Stores_Drive_Sneaker_Culture\" title=\"Why Pop-Up Stores Drive Sneaker Culture\">Why Pop-Up Stores Drive Sneaker Culture<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.thestorefront.com\/mag\/hypebeast-launches-highly-anticipated-nike-x-virgil-abloh-pop-hong-kong\/#Launch_Your_Own_Pop-Up_Store_in_Hong_Kong\" title=\"Launch Your Own Pop-Up Store in Hong Kong\">Launch Your Own Pop-Up Store in Hong Kong<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.thestorefront.com\/mag\/hypebeast-launches-highly-anticipated-nike-x-virgil-abloh-pop-hong-kong\/#Mohamed_Haouache\" title=\"Mohamed Haouache\">Mohamed Haouache<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<div id=\"bsf_rt_marker\"><\/div>\n<p>&nbsp;The collaboration between Nike and Off-White founder Virgil Abloh became one of the most talked-about sneaker projects of the decade. Known as <strong>\u201cThe Ten,\u201d<\/strong> the collection reimagined ten classic Nike silhouettes through Abloh\u2019s distinctive design philosophy.<\/p>\n\n\n\n<p>To celebrate the collection, a dedicated pop-up store in Hong Kong transformed the collaboration into an immersive exhibition experience. Organised by <a href=\"https:\/\/hypebeast.com\/\" class=\"ek-link\"><strong>Hypebeast<\/strong><\/a>, the activation brought the story of the sneakers to life while giving fans a rare opportunity to engage with the design process behind the collection.<\/p>\n\n\n\n<p>Pop-up stores have become a powerful strategy for sportswear brands launching collaborations or limited releases. You can explore more examples in our <strong>guide to <a href=\"https:\/\/www.thestorefront.com\/mag\/sport-sportswear-pop-up-store-examples\/\" class=\"ek-link\">how sportswear brands use pop-up stores<\/a><\/strong> and across other sectors in our overview of <a href=\"https:\/\/www.thestorefront.com\/mag\/pop-up-shop-strategies-by-industry\/\" class=\"ek-link\"><strong>pop-up shop strategies by industry<\/strong><\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Nike_Pop-Up_Store_for_%E2%80%9CThe_Ten%E2%80%9D_Collaboration\"><\/span>Nike Pop-Up Store for \u201cThe Ten\u201d Collaboration<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>To celebrate the release of the Nike x Virgil Abloh collaboration, Hypebeast launched a dedicated <strong>Nike pop-up store in Hong Kong<\/strong> that showcased the creative process behind the collection.<\/p>\n\n\n\n<p>Rather than functioning as a traditional retail space, the pop-up was designed as an exhibition exploring how Abloh reimagined ten classic Nike silhouettes. Visitors could experience the design evolution of the sneakers while discovering the story behind the collaboration.<\/p>\n\n\n\n<p>The activation demonstrated how <strong>temporary sneaker pop-up stores<\/strong> can transform product launches into cultural events, combining storytelling, design and community engagement.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_Nike_x_Virgil_Abloh_Collaboration\"><\/span>The Nike x Virgil Abloh Collaboration<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter is-resized\"><img decoding=\"async\" width=\"1440\" height=\"960\" src=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/nike-3.jpg\" alt=\"Nike pop up in Hong Kong\" class=\"wp-image-5228\" style=\"width:767px;height:auto\" srcset=\"https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/nike-3.jpg 1440w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/nike-3-300x200.jpg 300w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/nike-3-768x512.jpg 768w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/nike-3-1024x683.jpg 1024w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/nike-3-810x540.jpg 810w, https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/nike-3-1140x760.jpg 1140w\" sizes=\"(max-width: 1440px) 100vw, 1440px\" \/><\/figure>\n\n\n\n<p>\u201cThe Ten\u201d collection saw Virgil Abloh reinterpret ten iconic Nike sneakers, including models such as the Air Jordan 1, Air Max 90 and Air Presto.<\/p>\n\n\n\n<p>Abloh\u2019s approach focused on exposing the design process itself. By adding visible stitching, quotation marks, industrial labels and DIY-inspired elements, he transformed familiar silhouettes into experimental objects that blurred the line between footwear and art.<\/p>\n\n\n\n<div class=\"s2p-cta\" style=\"border:1px solid #DDDDDD;border-radius:14px;padding:22px 24px;margin:32px 0;font-family:inherit;background:#FFFFFF\">\n<p style=\"margin:0 0 8px;font-size:11px;letter-spacing:.14em;text-transform:uppercase;font-weight:700;color:#4A494B\">For brands<\/p>\n<h4 style=\"margin:0 0 6px;font-size:19px;line-height:1.3;color:#1A1A1A\"><span class=\"ez-toc-section\" id=\"Popping_up_in_Hong_Kong\"><\/span>Popping up in Hong Kong?<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p style=\"margin:0 0 16px;font-size:14.5px;color:#4A494B;line-height:1.5\">Explore short-term spaces in Hong Kong with Storefront.<\/p>\n<a href=\"\/search\/hong-kong\" style=\"display:inline-block;background:#5DD297;color:#1A1A1A;font-weight:700;font-size:15px;padding:12px 22px;border-radius:9px;text-decoration:none\">Explore Hong Kong spaces<\/a>\n<\/div>\n\n\n\n\n\n<p>The result was a collection that resonated deeply with both sneaker collectors and the broader streetwear community.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"An_Immersive_Sneaker_Pop-Up_Experience\"><\/span>An Immersive Sneaker Pop-Up Experience<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The Hong Kong pop-up store expanded on the narrative behind the collection by presenting the sneakers in an exhibition-style environment.<\/p>\n\n\n\n<p>Rather than simply displaying the finished products, the space explored the <strong>creative process behind the designs<\/strong>. Visitors were able to see how the classic Nike models were deconstructed and rebuilt through Abloh\u2019s collage-inspired aesthetic.<\/p>\n\n\n\n<p>The exhibition, titled <strong>\u201cThe Icons Reconstructed,\u201d<\/strong> offered a behind-the-scenes look at the design evolution of the collection. By highlighting sketches, works-in-progress and conceptual elements, the space encouraged visitors to engage with the craftsmanship and experimentation behind the sneakers.<\/p>\n\n\n\n<p>The pop-up was located on <strong><a href=\"https:\/\/www.thestorefront.com\/search\/hong-kong\/central\/wyndham-street\/retail\" class=\"ek-link\">Wyndham Street in Central<\/a><\/strong>, one of Hong Kong\u2019s most vibrant retail and nightlife districts. Hypebeast organised the project and worked with Storefront to secure the location for the temporary activation.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_Pop-Up_Stores_Drive_Sneaker_Culture\"><\/span>Why Pop-Up Stores Drive Sneaker Culture<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Pop-up stores have become an essential part of sneaker culture, particularly when it comes to limited releases and collaborations.<\/p>\n\n\n\n<p>Temporary retail spaces allow brands to create <strong>exclusive environments around product launches<\/strong>, generating excitement while strengthening connections with their communities.<\/p>\n\n\n\n<p>For the Hong Kong activation, visitors could enter a raffle for the opportunity to purchase a pair from \u201cThe Ten\u201d collection \u2014 reinforcing the exclusivity that defines sneaker culture.<\/p>\n\n\n\n<p>By combining exhibition design, storytelling and product access, the pop-up store turned the launch of the collaboration into a memorable cultural moment.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Launch_Your_Own_Pop-Up_Store_in_Hong_Kong\"><\/span>Launch Your Own Pop-Up Store in Hong Kong<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Pop-up stores are increasingly used by fashion and sportswear brands to create immersive retail experiences around product launches and collaborations.<\/p>\n\n\n\n<p>Explore available <a href=\"https:\/\/www.thestorefront.com\/search\/hong-kong\/retail\" class=\"ek-link\"><strong>pop-up shop spaces in Hong Kong<\/strong><\/a> to find the right location for your next activation.<\/p>\n\n\n\n<div class=\"s2p-author\" style=\"display:flex;gap:16px;align-items:flex-start;border-top:1px solid #DDDDDD;margin:36px 0 0;padding:22px 0 0;font-family:inherit\"><img decoding=\"async\" src=\"https:\/\/secure.gravatar.com\/avatar\/66beb29f91307c706181280910829a34?s=96&#038;d=mm&#038;r=g\" alt=\"Mohamed Haouache\" width=\"64\" height=\"64\" style=\"width:64px;height:64px;border-radius:50%;flex:0 0 64px\"\/><div><p style=\"margin:0 0 4px;font-size:11px;letter-spacing:.12em;text-transform:uppercase;font-weight:700;color:#4A494B\">Written by<\/p><h4 style=\"margin:0 0 6px;font-size:17px;color:#1A1A1A\"><span class=\"ez-toc-section\" id=\"Mohamed_Haouache\"><\/span><a href=\"https:\/\/www.thestorefront.com\/mag\/author\/mohamed-haouache\/\" rel=\"author\" style=\"color:#1A1A1A;text-decoration:none\">Mohamed Haouache<\/a><span class=\"ez-toc-section-end\"><\/span><\/h4><p style=\"margin:0 0 8px;font-size:14px;color:#4A494B;line-height:1.55\">Mohamed Haouache is CEO and co-founder of Storefront. A pioneer of pop-up and short-term retail across Europe and the US, he has spent his career reshaping how brands use commercial real estate. An entrepreneur focused on disrupting the traditional lease, he writes on the short-term economy and the future of retail.<\/p><a href=\"https:\/\/www.thestorefront.com\/mag\/author\/mohamed-haouache\/\" style=\"font-size:13px;color:#1A1A1A;font-weight:700;text-decoration:none\">More from Mohamed Haouache &rarr;<\/a><\/div><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>The Nike x Virgil Abloh \u201cThe Ten\u201d collaboration came to life through an immersive sneaker pop-up exhibition in Hong Kong, organised by Hypebeast.<\/p>\n","protected":false},"author":98,"featured_media":5229,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"qubely_global_settings":"","qubely_interactions":"","content-type":"","inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[5,2461],"tags":[],"class_list":["post-5225","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-success-stories","category-success-stories-hong-kong"],"qubely_featured_image_url":{"full":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/nike-4.jpg",1440,960,false],"landscape":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/nike-4.jpg",1125,750,false],"portraits":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/nike-4.jpg",480,320,false],"thumbnail":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/nike-4-150x150.jpg",150,150,true],"medium":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/nike-4-300x200.jpg",300,200,true],"medium_large":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/nike-4-768x512.jpg",768,512,true],"large":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/nike-4-1024x683.jpg",1024,683,true],"1536x1536":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/nike-4.jpg",1440,960,false],"2048x2048":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/nike-4.jpg",1440,960,false],"qubely_landscape":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/nike-4.jpg",1125,750,false],"qubely_portrait":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/nike-4.jpg",480,320,false],"qubely_thumbnail":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/nike-4.jpg",140,93,false],"yarpp-thumbnail":["https:\/\/www.thestorefront.com\/mag\/wp-content\/uploads\/2017\/11\/nike-4.jpg",120,80,false]},"qubely_author":{"display_name":"Mohamed Haouache","author_link":"https:\/\/www.thestorefront.com\/mag\/author\/mohamed-haouache\/"},"qubely_comment":0,"qubely_category":"<a href=\"https:\/\/www.thestorefront.com\/mag\/category\/success-stories\/\" rel=\"category tag\">Success Stories<\/a> <a href=\"https:\/\/www.thestorefront.com\/mag\/category\/success-stories\/success-stories-hong-kong\/\" rel=\"category tag\">Success Stories Hong Kong<\/a>","qubely_excerpt":"The Nike x Virgil Abloh \u201cThe Ten\u201d collaboration came to life through an immersive sneaker pop-up exhibition in Hong Kong, organised by Hypebeast.","_links":{"self":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/5225","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/users\/98"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/comments?post=5225"}],"version-history":[{"count":0,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/posts\/5225\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media\/5229"}],"wp:attachment":[{"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/media?parent=5225"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/categories?post=5225"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thestorefront.com\/mag\/wp-json\/wp\/v2\/tags?post=5225"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}