NIKE: SOHO MEN'S FLOOR II
CRAFTING A HANDS-ON RETAIL EXPERIENCE TO DRIVE SALES
RETAIL DESIGN | CONSUMER EXPERIENCE | BRAND STORYTELLING
Following the success of our initial refresh to Nike’s SoHo flagship men’s floor, we were hired again to re-envision the space, this time with a more robust scope to fully develop our vision for the quintessentially New York store.
Already one of the top shopping districts in the world, Nike’s SoHo New York flagship was attracting hundreds of customers per day. Beyond a further evolved look and feel for the space through an updated footwear area and apparel vignettes, the team also wanted to focus on driving more footwear sales through a hands-on trial where customers could take part in a training experience.
HANDS-ON ENGAGEMENT IS WHAT CONSUMERS CRAVE IN TODAY’S DIGITAL-FIRST RETAIL WORLD.
Pulling on our previously devised visual center and materials palette, we designed new collection of apparel displays, footwear pedestals, product risers, and seating which were grouped into storytelling moments focused on Running, Training and Sportswear.
In the footwear area, a new concept for the footwear wall involved a single long metal shelf that ran the entire width of the space and visually communicated the various collections on display. The shelf was highlighted with LED backlighting that could change colors depending on product highlights. The shelf provided a framing for other footwear that was displayed in varying ways above and below. Clean white pedestals and new, custom benches made of sleek blackened wood and thin white metal legs completed the fresh new area.
The enclosed workout space featured a repeating Metcon X-pattern on the graphics, floor, and glass walls creating an eye-catching centerpiece to the floor.
The trial area specifically featured Nike’s Metcon shoe, and displays and propping were pulled from training gyms for an authentic feel. The footwear wall featured a row of customized hexagonal deadlift bars, mounted on a cement material wall with a blown-up Metcon X-pattern. A set of the natural wood benches we placed adjacent to the glass enclosed trial area, lit with large-scale X-shaped tube lighting on all sides. Within the space, four areas were delineated by another Metcon X, creating stations for customers to complete each of four workouts with equipment that had been customized to suit the space. We curated a custom playlist for the workouts, and designed an analog leaderboard where customers could record their results.
The launch of the engagement zone caused an immediate and measurable jump in Metcon sales, and the footwear shelf design was so successful, we were hired subsequently to design and install a prototype version in Nike’s retail lab at global headquarters for adoption across the brand’s retail expressions world-wide.
THE ENGAGEMENT ZONE CAUSED AN IMMEDIATE AND MEASURABLE INCREASE IN SALES.
AT-A-GLANCE
CLIENT: Nike
TYPE: Retail Design
LOCATION: SoHo, New York City
ACTUALIZATION: Seasonal update to flagship retail space.
OUR ROLE:
Graphic Design
Space Design + Concepts
Brand Moments + Art Installations
Materials Palettes + Design Direction
Floor Plans + Elevations
Custom FF+E Design
Production Management
Installation Oversight
Clean white pedestals complemented the shelf system and popped on the dark grey wall panels. The neutral palette allowed the footwear and messaging to take center stage.
PROJECT GALLERY
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