NIKE: SAN FRANCISCO POP-UP
DESIGNING A TEMPORARY RETAIL ENVIRONMENT BEFITTING A GLOBAL BEHEMOTH
RETAIL DESIGN | POP-UP DESIGN | ECO-FRIENDLY DESIGN
With a complete renovation closing down Nike’s flagship at Union Square, the brand eyed a long-term pop-up space nearby to maintain retail services for its local consumer base.
The challenge was to design a temporary retail experience that still felt local, leveraged eco-conscious materials, and maintained a low impact approach to the environment appropriate for a temporary retail space.
ELEVATORS WERE WRAPPED LIKE GYM DOORS, AND BULLETIN BOARDS APPEARED TO HAVE DIMENSION, CAUSING CONSUMERS TO CONSTANTLY RUN THEIR FINGERS ON THE WALLS TO DETERMINE WHAT WAS ACTUALLY REAL.
With the goal of minimizing investment into the build-out itself, while maintaining a world-class retail experience, the entire space was wrapped in trompe l’oeil.
Local gym walls were photographed as elevations at incredibly high resolutions, and then produced at 100% scale in black and white to create the effect. Different portions of photos were digitally enhanced with brand elements and stitched together to match existing elements in the space. The result was a full-scale wallpaper mural made of recyclable materials that stretched over walls, doors and elevators, and also changing into curtains for fitting rooms and other elements in the space.
Rather than use heavy, permanent materials for floor fixtures, the were made of custom ‘building blocks’ made from recycled shoe boxes. The blocks were designed to be modular, allowing for flexibility over the duration of the temporary space.
The design was incredibly well received, and was credited in-part to the pop-up’s sales performance exceeding expectations.
AT-A-GLANCE
CLIENT: Nike
TYPE: Retail Pop-up
LOCATION: San Francisco, CA
ACTUALIZATION: Temporary, eco-friendly flagship retail space
PARTNERS: Completed as a part of Nike’s internal store design team.
OUR ROLE:
Graphic Design
Photoshoot Art Direction
Brand Activations + Pop-ups
Space Design + Concepts
Brand Moments + Art Installations - Materials Palettes + Design Direction - Custom FF+E Design - Installation Oversight
PROJECT GALLERY
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