Retail Refugees

Combining elements of retail, education, and charity, Qubic put together this installation for Nike, Lance Armstrong who is currently competing in the Tour de France, and his Livestrong organization.
Hypebeast explains, “In addition to showing the obvious products associated with the project, the installation also gave a chance to showcase other aspects of the project including the bicycle and Tour de France components due to Lance Armstrong’s involvement. A profile map of the gruelling Tour de France Stage 20 (Montelimar – Mont Vernoux) as well as a deconstructed yellow bike complete the installation. A cancer-survivor himself, Lance Armstrong has spent a large amount of his time raising funds for cancer awareness and research and with Nike Sportswear on-board, the two parties will see all proceeds from the sales of the collection benefit the LIVESTRONG foundation.”