Nike requested a pop-up experience space that simultaneously showcased their products and provided a space for customers to put those products to the test, all while redefining what it means to be “in the zone”. The space needed elements to inspire fitness motivation and an atmosphere that illustrated Nike brand values. One important brand value in particular is that everyone is an athlete, and we designed a space that would cause any visitor to establish an emotional connection to this. The workout area was rendered almost entirely black, and created a strong contrast against the free-floating exhibition spaces.
These rooms were dark and intense with sliding mirror doors. Other areas included a lounge as well as lockers and washrooms with Nike adages like ‘Don’t dream of it, train for it’ emblazoned across the walls. The overall atmosphere maintained an uplifting and engaging energy – slick hassle-free transitions between products and installations made each one stand out, while still behaving as a cohesive whole. There were references to track and field elements, seen in linear structures installed in rows, which were used to display featured items such as jackets and shoes.
The products were brightly illuminated to contribute to sensations of lightness and speed. The surrounding areas had a sporty aesthetic, with low-slung benches and footwear bars. More than a workout space and more than a product display. The Nike Studio Beijing magnified Nike’s brand values of empowerment, inclusion, and audacity manifested in a physical space for people to actually visit and experience.