NIKE ENVIRONMENTS
Swoosh Stories
GPS
Nike Shanghai HQ
The strength of Starbucks during the Fall/Holiday season was undeniable, but the summer was made up of an array of desperate initiatives that on their own did a great job of supporting products, but lacked a consistent brand sharp point to drive a common message through the season. Our team developed a strategy that positioned Starbucks as the source of Unexpected Adventure for Vicarious Travelers providing a narrative thread to inspire initiatives at all levels. The result was an injection of adventure that provided consumers with a moment of escape whether they were on a 10 minute break or headed on the road trip of a lifetime.
The Lui Xiang monolith sculpture in Nike’s Shanghai HQ conference center is an example of how stories told through artful moments can make a monumental statement that clearly establishes the tone of the brand while artfully inviting the Nike teams to find their greatness.
FIRST IMPRESSIONS
The Lui Xiang monolith sculpture in Nike’s Shanghai HQ conference center is an example of how stories told through artful moments can make a monumental statement that clearly establishes the tone of the brand while artfully inviting the Nike teams to find their greatness.
The sculpture is made up of 3000 black anodized hurdles, each carrying an engraved thousandth of a second timestamp embodying the fractions of a second within the 100 meter hurdles—the event of one of China’s greatest track and field athletes and the buildings namesake.
As users walk up the staircase that surrounds the sculpture, they get an intimate look at the focus and precision it takes within each fraction of a second to make a great athlete a champion on the biggest stage.
The Lui Xiang monolith sculpture in Nike’s Shanghai HQ conference center is an example of how stories told through artful moments can make a monumental statement that clearly establishes the tone of the brand while artfully inviting the Nike teams to find their greatness. The sculpture is made up of 3000 black anodized hurdles, each carrying an engraved thousandth of a second timestamp embodying the fractions of a second within the 100 meter hurdles—the event of one of China’s greatest track and field athletes and the buildings namesake.
NIKE SHANGHAI HQ
First Impressions
The sculpture is made up of 3000 black anodized hurdles, each carrying an engraved thousandth of a second timestamp embodying the fractions of a second within the 100 meter hurdles—the event of one of China’s greatest track and field athletes and the buildings namesake.
First Impressions
The sculpture is made up of 3000 black anodized hurdles, each carrying an engraved thousandth of a second timestamp embodying the fractions of a second within the 100 meter hurdles—the event of one of China’s greatest track and field athletes and the buildings namesake.
Nike Hayward
Reinterpretation Icons
The equity of foundational brand elements are used to connect spaces across the globe through universal stories. Those iconic elements become hyper-relevant when deconstructed and reimagined with a local spin to embody each teams focus and function.
Nike Beijing
Nike Tailwind
Reinterpretation Icons
The equity of foundational brand elements are used to connect spaces across the globe through universal stories. Those iconic elements become hyper-relevant when deconstructed and reimagined with a local spin to embody each teams focus and function.
THE ART OF INNOVATION
With the advent of AIR, nike transformed the footwear world. Decades after the first AIR Max made the technology visible, the brand continues to reinvent the use of it’s most iconic cushioning technology.
Showcasing that ongoing innovation is a clear invitation for current teams to keep pushing the possibilities and improve the way the brand can serve the needs of athletes*. The use of current airbags used within the wide breath of AIR Max products are used to create the wings of the brand’s namesake, Nike (Goddess of Victory), and the embodiment of the product experience.
REINTERPRETATION ICONS
The Art of Innovation
With the advent of AIR, nike transformed the footwear world. Decades after the first AIR Max made the technology visible, the brand continues to reinvent the use of it’s most iconic cushioning technology.
Showcasing that ongoing innovation is a clear invitation for current teams to keep pushing the possibilities and improve the way the brand can serve the needs of athletes*. The use of current airbags used within the wide breadth of AIR Max products are used to create the wings of the brand’s namesake, Nike (Goddess of Victory), and the embodiment of the product experience.
The equity of foundational brand elements are used to connect spaces across the globe through universal stories. Those iconic elements become hyper-relevant when deconstructed and reimagined with a local spin to embody each teams focus and function.
The Art of Innovation
With the advent of AIR, nike transformed the footwear world. Decades after the first AIR Max made the technology visible, the brand continues to reinvent the use of it’s most iconic cushioning technology.
Showcasing that ongoing innovation is a clear invitation for current teams to keep pushing the possibilities and improve the way the brand can serve the needs of athletes*. The use of current airbags used within the wide breath of AIR Max products are used to create the wings of the brand’s namesake, Nike (Goddess of Victory), and the embodiment of the product experience.
The result is an artful moment that has become an informative photo op for employees and visitors alike.
REINTERPRETATION ICONS
Building Communities
Each environment factors in the local user group and their function, culture or vision to drive the stories told within the space as well as how that concept will be brought to life in ways that are meaningful for those teams. In one of Nike’s largest distribution centers, the grass roots story of shoes being sold out of Geoff Hollister’s VW van at track meets becomes the basis for the transition between the employee, or Athlete, locker room and the work floor.
In Seoul, South Korea, the environment’s primary gathering area recognizes the city itself as one of the primary stories.
Dubbed the market with the “fastest response to culture”, the iconic neon elements emblematic of the cities high-speed futuristic vibes are brought indoors to deliver both brand heritage and future vision stories blurring the lines between the Nike space and the city—A reminder to employees that being in-tune with the ever-changing culture of Seoul is critical to continuing the brand’s success in the region.
NIKE SEOUL OFFICE
Nike Seoul Office
In Seoul, South Korea, the environment’s primary gathering area recognizes the city itself as one of the primary stories. Dubbed the market with the “fastest response to culture”, the iconic neon elements emblematic of the cities high-speed futuristic vibes are brought indoors to deliver both brand heritage and future vision stories blurring the lines between the Nike space and the city—A reminder to employees that being in-tune with the ever-changing culture of Seoul is critical to continuing the brand’s success in the region.
Each environment factors in the local user group and their function, culture or vision to drive the stories told within the space as well as how that concept will be brought to life in ways that are meaningful for those teams.
In one of Nike’s largest distribution centers, the grass roots story of shoes being sold out of Geoff Hollister’s VW van at track meets becomes the basis for the transition between the employee, or Athlete, locker room and the work floor.
Entry moments create the most impactful opportunity to make a statement about who the Nike is and how they see the world. Taking that moment to go beyond identifying the space, we use artful installations as multilayered storytelling vehicles to create focus with depth.
With the nail as a metaphor for how far can an idea be pushed is used to deliver the contemporary tagline “Find Your Greatness”—a now iconic marketing moment for the brand that shifted the possibility of sport from the elite athlete to the everyday athlete and continuing to drive to deliver on the Nike mission of “If You Have a Body, You’re an Athlete”.
Nike Busan
Nike Icon
SPORT MOMENTS
Unexpected Engagement
Conceptual art amplifies key brand-defining moments less overtly, yet are critical in setting a tone that delivers core brand ideas. These highly visual moments of statement-level storytelling give teams an ownable element that defines their space.
SPORT MOMENTS
Unexpected Engagement
Conceptual art amplifies key brand-defining moments less overtly, yet are critical in setting a tone that delivers core brand ideas. These highly visual moments of statement-level storytelling give teams an ownable element that defines their space.
ARTIST MURALS
Entertaining with depth
Brand elements are turned into conceptual art that amplifies products or core brand ideas. These highly visual moments deliver statement-level storytelling, give teams an ownable element that defines their space and provides grounding way finding beacons.
DESIGN DETAILS
Discovery over time
As teams familiarize themselves with their space over long periods of time, discovery elements act as a compliment to the more overt content. Employees happen upon a perviously unseen aspect of a piece and gain new insight that deepens their personal interpretation of the brand.
SPORT MOMENTS
Unexpected Engagement
Conceptual art amplifies key brand-defining moments less overtly, yet are critical in setting a tone that delivers core brand ideas. These highly visual moments of statement-level storytelling give teams an ownable element that defines their space.
Conceptual art amplifies key brand-defining moments less overtly, yet are critical in setting a tone that delivers core brand ideas. These highly visual moments of statement-level storytelling give teams an ownable element that defines their space.
Unexpected Engagement
SPORT MOMENTS
Brand elements are turned into conceptual art that amplifies products or core brand ideas. These highly visual moments deliver statement-level storytelling, give teams an ownable element that defines their space and provides grounding way finding beacons.
Entertaining with depth
ARTIST MURALS
As teams familiarize themselves with their space over long periods of time, discovery elements act as a compliment to the more overt content. Employees happen upon a perviously unseen aspect of a piece and gain new insight that deepens their personal interpretation of the brand.
DISCOVERY OVER TIME
DESIGN DETAILS
As users walk up the staircase that surrounds the sculpture, they get an intimate look at the focus and precision it takes within each fractions of a second to make a great athlete a champion on the biggest stages.
FIRST IMPRESSIONS
FIRST IMPRESSIONS
SPORT MOMENTS
Unexpected Engagement
Conceptual art amplifies key brand-defining moments less overtly, yet are critical in setting a tone that delivers core brand ideas. These highly visual moments of statement-level storytelling give teams an ownable element that defines their space.
The rich history of the Nike brand and its unwavering tradition of innovation to achieve that goal at every level are the basis for stories all employees, at any level, benefit from understanding. Those core ideas inform every decision they make, give them license to take risk, and guide their own drive to innovate.
ARTIST MURALS
Entertaining with depth
Brand elements are turned into conceptual art that amplifies products or core brand ideas. These highly visual moments deliver statement-level storytelling, give teams an ownable element that defines their space and provides grounding way finding beacons.
Engaging the teams that fuel a brand as it delivers on its mission is critical to maintaining a focused organization. When you’re an iconic global brand with a vision to serve every athlete*, it’s an absolute must. Our environmental teams take the Nike historical foundations and put it through the lens of a future vision to ground the contemporary expressions in the brand’s DNA— making the experiential narrative both informative and inspiring to the teams that are charged with creating the next generation of stories.
The mix of iconic brand content and a modern design approach is intended to constantly challenge the perception of the brand while leveraging the equity in the familiar product and brand stories that provide so much equity. To build on such a well known past with a clear expectation to evolve and innovate is a challenge that our team believes makes the Nike workplaces so dynamic, but more importantly purposeful. With over 70 global Nike spaces executed to date, our environmental teams are continually searching for new ways to tell the Nike story and, like our Swoosh partners, believe There is No Finish Line to what’s possible.
DESIGN DETAILS
Discovery over time
As teams familiarize themselves with their space over long periods of time, discovery elements act as a compliment to the more overt content. Employees happen upon a perviously unseen aspect of a piece and gain new insight that deepens their personal interpretation of the brand.
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