Nike wants everyone to know about its secret Toronto loft

Yesterday, the NikeID Loft (nĂŠe Nike Loft or Nike Running Loft) on Richmond Street unveiled a whole whack of in-your-face renovations. Previously used as the meeting point for Nike's running club, the loft looked like an anonymous office building and bore a rather barren interior in order to accommodate groups of up to 120 runners.

If you ever visited the formerly inconspicuous space, there's no way you'd recognize it now.

The building is now decked in neon lights, including massive signage on its facade. Inside, every wall is decorated with bold graphics, Toronto-themed installations, portraits of Kobe and/or Lebron, or all of the above. Court lines are painted on the hardwood floors to keep up the loft's basketball-inspired design details.

"Vibrant" doesn't even begin to describe the ambience here.

Meant to focus on NikeID's almost-endless customization options, the space boasts multiple stations where customers can design their own kicks. An upper floor (enveloped with rose gold walls and floors, no less) offers SNKR Services by Jason Markk so you can get your shoes cleaned and winterized on an elevated throne. Plenty of plebeian seating is also available in case you just want to chill (lol).

This rather significant weekend, the NikeID Loft is open to the public either by walk-in or 1-on-1 appointment with a design specialist. Exclusive colour schemes, colour-shift material options and iconic silhouettes are available for a limited time. More information can be found on Nike News.

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Photos by Jesse Milns.