Inside NOCTA Manor: Drake and Nike’s Immersive Brand Retreat in London

Summary

Drake and Nike transformed a countryside estate into NOCTA Manor, a fully immersive, invite-only brand experience timed with Wireless Festival 2025
The retreat featured curated zones — NOCTA Manor, Sports Club, and Clubhouse — blending athletic performance, luxury lifestyle, and community
Guests like 21 Savage, Kevin Durant, and Central Cee joined workouts, games, and wellness sessions, with the entire experience designed for maximum cultural and digital impact

Drake and Nike recently hosted “NOCTA Manor,” an immersive, invite-only concept retreat nestled just outside London in the countryside town of Windsor. Built to coincide with Drake’s three-night headline run at Wireless Festival 2025, the Manor is designed to expand their world of NOCTA far beyond apparel and offers a curated look into the evolving universe of their NOCTA brand, bringing together fashion, athletics, music, and hospitality under one highly stylized roof.

Set inside a gothic-style estate, the space immediately blurs the lines between luxury living and performance design. From the exterior, the Manor retains its stately, old-world charm. But step inside, and you’re met with a fully realized NOCTA ecosystem — thoughtfully divided into three distinct zones: NOCTA Manor, the NOCTA Sports Club, and the Clubhouse. Each space serves a different function, yet all are connected by a unified aesthetic. From branded lounge areas and personalized locker rooms to custom NOCTA boats and a striking yellow and black basketball court set against manicured grounds, every detail is designed to immerse guests in the world of NOCTA. The layout blends high-performance minimalism with a refined, lifestyle-driven sensibility, staying true to the brand’s design language while introducing new levels of tactility and intention.

Across the multi-day experience, guests were invited to engage with NOCTA in motion. From Nike trainer-led workouts and American football scrimmages to river tours and curated wellness sessions, the experience was as much about movement as it was about rest. An all-star lineup of attendees — including 21 Savage, Sexyy Red, Central Cee, Kevin Durant, and Devin Booker — further reinforced the brand’s deep cultural roots, bridging the worlds of music, sport, and style into one interconnected atmosphere.

Inside, the Manor’s interiors were dressed in NOCTA’s core palette, with product installations, exclusive apparel previews, and potential first looks at upcoming footwear — including rumored NOCTA x Maverick sneakers. Every detail, from the furniture to the lighting, was intentional, designed to echo the brand’s duality: elite performance meets everyday expression.

Despite its ultra-exclusive guest list, NOCTA Manor was built for visibility. The retreat’s design and programming were meant to be experienced, photographed, and shared. Social posts from attendees quickly transformed the Manor into a viral case study in modern brand immersion.

By inviting tastemakers and creatives to live inside the NOCTA world — if only for a weekend — Drake and Nike have redefined what a brand activation can be. More than just a product launch, NOCTA Manor served as a lifestyle installation, one that positioned NOCTA not just as a label, but as a cultural environment.

Take a closer look at scenes from the NOCTA retreat below.