![](https://ancona-a.com/wp-content/uploads/NIKE_MEL_EXT_87_2_V72.jpg)
![](https://ancona-a.com/wp-content/uploads/NIKE_MEL_ExtWall83_2_H150-1.jpg)
Nike Retail Design was challenged with creating a brand experience that was approximately two-thirds the investment of a Niketown, yet was still significant enough to introduce the Nike brand in new regions. Two Nike Stores were developed, Nike Toronto and Nike Melbourne.
![](https://ancona-a.com/wp-content/uploads/NIKE_MEL_Entry_88_FlushWX2.jpg)
A Niketown principle that was retained here was the use of a calming decompression zone, allowing customers to take a breath and focus as they stepped off of busy streets.
![](https://ancona-a.com/wp-content/uploads/NIKE_MEL_TWNSQ_86_V72.jpg)
![](https://ancona-a.com/wp-content/uploads/NIKE_MEL_RUN_82_V72.jpg)
![](https://ancona-a.com/wp-content/uploads/NIKE_MEL_Main_76_V72.jpg)
Leading into the town square, a vibrant, multi-story spectacle of color, light and sound framed views to sport pavilions beyond.
![](https://ancona-a.com/wp-content/uploads/NIKE_MEL_FTBL_81_FlushWX2.jpg)
The solution was a brand experience that relied less on scale and architectural finish, and more on a dynamic, cost-efficient kit of display and communication elements that were localized with stories related to each region.
![](https://ancona-a.com/wp-content/uploads/NIKE_MEL_ACG_78_H72.jpg)
![](https://ancona-a.com/wp-content/uploads/NIKE_MEL_BB_79_V72.jpg)
![](https://ancona-a.com/wp-content/uploads/NIKE_MEL_TEN_72_H72.jpg)
![](https://ancona-a.com/wp-content/uploads/NIKE_MEL_GOLF_77_H72.jpg)
![](https://ancona-a.com/wp-content/uploads/NIKE_MEL_KIDS_75_H72.jpg)
Nike Retail; Design
Global Creative Director
Tomas Ancona