Nike unveiled the first House of Innovation, a new global store concept in Shanghai. The 4000 sqm space is spread over 4 floors and portrays Nike’s biggest innovation moments, matched with a personalised and digitally connected retail experience.
The store interior was inspired by the fluidity of sport, created to ignite the next evolution of Nike retail through transformative displays and interactive journeys. Working with the Nike Design team in both Shanghai and Portland, the team from Studio Illumine helped enhance the experience by limiting light to only where truly necessary. The intent was to create strong lighting contrasts between circulation and display areas, producing a visually dramatic space. Deep-set, track-mounted narrow-beam and framing projectors supplemented with wall-washers are the main sources of lighting within the space. With light fixtures discretely concealed and tucked away between baffles and screens, the lighting effect is seen and felt. This dramatic lighting effect makes the retail space feel more like a museum than a sporting goods store.
The Nike Arena, a sunken central space visible from all 4 floors, is a digitally-enabled ‘center court’ cladded with LED screens. Through the use of remote-controlled stage projectors, mounted on both the floor scrims and high ceiling above, this space doubles up as an interactive digital-led sports trial, workshop and retail space.
On the store exterior facade, the Nike-exclusive slumped glass, together with the lighting from the interiors, creates visual motion that mirrors the movement of athletes and represents the iconic aesthetic of Nike Air.
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