The actual book was a very large collaboration, the concept was that each NikeSB European team would go on a specific trip that illustrated cultural references relating to where they are from. So for the UK section, the team went to Skegness in England on a traditional British seaside holiday. Hence the concept for the UK launch was a British sea side resort feel, compete with beach huts and matching deck chairs. Inside each of the beach huts were the shots that appeared in the book. The interior design, creation and production was done by myself, and team and the event launch was made working with Sam Barratt the UK NikeSB rep at that time.