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House of Innovation - 000 NYC and 001 SH

基本信息
行业: 零售与分销
媒体:设计与品牌
风格: Minimalism
说明cnen
Background

Situation: Traditional retail is dead. Transactional retail is dead. Customers can buy everything online. The future of bricks-and-mortar retail counts on engaging, personal shopping experiences that respond as quickly, and as personally, as its digital counterpart. Retail must be able to communicate with its city through people and digital services, inviting a conversation that’s synchronized to the customer.

Brief: Reinvent the Flagship and challenge the status quo. Ignite the next generation of Nike retail and create a center point for what a flagship store can be for its city. Build to serve athletes.

Objectives: Showcase Nike’s passion for product design and mission to support the potential of athletes in a high-touch experiential environment. Activate athletes’ imaginations and inspire them to take action through a truly immersive and personal experience paired with the latest innovations and Just Do It culture every time they visit.

Describe the creative idea (40% of vote)

Nike HOI invites customers to experience a multi-story living, breathing environment programmed to change and showcase immersive experiences. Inspired by the body in motion and Nike’s relentless pursuit of innovation, the environment leverages Nike Sport Research Lab data and computational design to convey the notion of lightweight speed and rich storytelling around the Nike design process for athletes.

Upon entry, customers experience the “Arena,” the energetic nucleus of the store accommodating everything from interactive physical games to Nike By You customization labs and launch events. Upstairs, explore the Nike Sneakerlab and see the largest concentration of Nike footwear globally. Joint collaboration is at a customer’s fingertips with Nike Expert Studio, a paragon of one-on-one service where members can partner with Nike Experts for bespoke fittings. Powered by Nike digital commerce data, the Nike Speed Shop is a frictionless, on-the-go access point to the city’s favorite products.

Describe the execution (40% of vote)

The HOI involved a team of 65 Nike designers and external vendors to realize the two stores from concept to completion. HOI NYC/000 (6,400 m2, 7 floors) and SH/001 (3,800 m2, 4 floors) opened almost simultaneously.

The glass façade developed over 18 months across 4 countries. The interior features a custom terrazzo floor that incorporates over 3 tons of Nike footwear waste, making a one-of-a-kind material rooted in sustainability and innovation.

In NYC, the journey began with the largest 1.2mm pixel pitch LED wall ever built. From the atrium hangs a 3-story LED installation, weighing over 4.5 metric tons, with 36 parabolic speakers playing a composition of athlete interviews and city-sound recordings.

Shanghai’s atrium features a large sport trial zone. Spanning 20 meters over 3 floors and made up of 120 m2 of pressure sensing LED flooring, the central piece accommodates more than 100 trials a day.

List the results (20% of vote)

The first openings of a new generation of Nike retail experiences exceeded even our own expectations. Traffic has been 400% above target – proof that experiential retail drives traffic and engagement. Hundreds of thousands of customers in New York and Shanghai have visited in the first quarter since opening.
制作信息
品牌:
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制作公司:
奖项
戛纳国际创意节 2019
入围 设计
Retail Environment & Design
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