Revamped Flagship London store Niketown
In line with the launch of the brand’s Hypervenom 3 football boot, Nike has transformed its flagship London store with a bold redesign featuring a number of innovative and unique features. Currently being modelled by some of world footballs deadliest strikers, the boot has been designed with a clear mantra – Cut. Strike. Score.
This concept has now been brought to life at Niketown in London across the ground and first floor of the space. The project has proved a huge hit with the public since opening at beginning of March.
The Project Manager for Niketown said:
“The original brief was based on the cut, strike, score concept created by Nike’s retail design team in Western Europe. Nike wanted to explore how they could develop that through the store. They had some visuals for the entrance of the store but not for the rest of the space."
“For this campaign, as you enter the store there is a large digital screen which covers the whole entrance wall. We covered that up with some lightning bolt imagery so you can only see the screen through the slashes in the MDF façade. You can see images of the players and the theme of the campaign playing on the screen."
“From here, the main feature you’ll see is a large graphic made to look like there is a big rift going into the floor, as if a lightning bolt has damaged it and broken apart the earth. That was one of the most complicated aspects of the work.”
On the first floor, Niketown’s trial zone area has been overhauled to become more of a destination experience. The left hand side of the space has been turned into tiered football benches with acrylic lockers. The idea now is that you come along, speak to a member of staff and get your size Hypervenom boot out of a locker. You then go into the trial zone cage where you try and score a goal in various holes that differ in size and location.
The opportunity to measure yourself against some of the world’s best footballers has proved to be one of the revamp’s most successful features. Similarly, the faux floor damage proved realistic enough to fool a number of customers, including members of the store’s running club.
Bryson were happy to supply this site with products needed to complete this amazing project.
Source: Premier Construction News
