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.
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.
Leading into the town square, a vibrant, multi-story spectacle of color, light and sound framed views to sport pavilions beyond.
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.
Nike Retail; Design
Global Creative Director