NIKE – Retail design
To celebrate 30 years of Nike’s classic basketball shoe ‘Air Force 1’, we were invited to develop a dedicated 500sqft environment to be deployed across Niketown’s global locations. Following the classic colorway of white-on-white our scope was to highlight new releases from the AF1 family, whilst simultaneously celebrating the shoe’s rich heritage as the jewel in Nike’s collection.
We divided the space into two: the ‘Lab’ and the ‘Vault’. The Lab showcases the latest, freshest drops and incarnations of AF1. From a distance the white trainer wall allows the shoe’s colourways to lead the conversation. In close proximity the white surface gains definition and magnifies key features from the iconic AF1 design. Definition and navigation between the three pillars of the AF1 family (Uptown, Downtown and Lunar) is made distinct through the use of pillar-specific textures, materials and textile panels.
The Vault stores AF1’s celebrated and valuable heritage. Protected by glass these jewels from Nike’s archives showcase classic releases from the past three decades. ‘Obsidian Snakeskin’ (1987), ‘Lemon Twist’ (1998), ‘Neon Jewel’ (1997) and ‘NYC gold dust’ (2003). Consumers are free to wonder at their majesty and vote for their favourite. Globally, votes are tallied and the most popular shoe is re-released as a limited edition drop.