NIKE: NYC VAPORFLY 4% LAUNCH
TRANSLATING DIGITAL DIRECTION INTO A REAL WORLD PRODUCT LAUNCH
RETAIL DESIGN | CREATIVE DIRECTION | PRODUCT LAUNCH
With its origins as a running footwear company, Nike has always placed high emphasis on developing technologies to help runners excel. As a part of the company’s Breaking2 world record marathon initiative, Nike launched what was by far their most innovative running shoe to-date: the Vaporfly 4%
We were hired to envision and design a retail concept for the shoe’s global release in Nike’s New York City, Flatiron Running Store.
Custom fixtures designed around the visual center for the space were intended to be part product display and part museum exhibit.
A view of the lower level activation, including custom fixtures and benches, and angled red wash across walls, floors and even lighting.
HOW DO YOU TURN A FIVE PAGE PDF INTO A COMPLETE RETAIL PRESENCE?
Working only from a digital marketing campaign for source material, we created an entire visual center, materials palette, and display aesthetic for the how the Vaporfly 4% and coordinating product collections would come to life in the retail environment.
We further developed the concept by designing a full set of bespoke displays, fixtures and storytelling moments that spread over two floors in the high-traffic store.
In addition to the concept and design, we oversaw production and on-site installation.
The main floor activation was designed pull customers toward the rear of the space leveraging motion graphics on a wide wall of screens.
The use of angles to communicate a sense of speed was repeated throughout the spaces from wall washes, pedestals and shoe displays.
Minimalistic displays were complemented by oversized messaging and imagery to communicate the story behind the product launch.
A detail of a temporary concrete wall with red acrylic storytelling panel mounted over LED lighting tubes.
AT-A-GLANCE
CLIENT: Nike
TYPE: Brand Activation + Retail Design
LOCATION: Flatiron, New York City
ACTUALIZATION: Four-month retail pop-up, open to the public.
PARTNERS: M Crown Productions
OUR ROLE:
Consumer Experience + Journey
Zoning + Merchandising
Graphic Design
Digital Design
Brand Activations + Pop-ups
Space Design + Concepts
Brand Moments + Art Installations
Materials Palettes + Design Direction
Floor Plans + Elevations
Conceptual Sketches + 3D Renderings
Custom FF+E Design
Production Management
Installation Oversight
Bathing the corner of the main floor in red was an eye-catching choice to attract passers-by and extract maximum impact inside and out.
PROJECT GALLERY
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