A Sculptural Takeover for Nike’s Vomero 18
For our latest collaboration in our longterm partnership with Nike’s House of Innovation, we created a store takeover to celebrate the launch of the brand’s new running shoe – the Vomero 18. Taking its special cushioned base as a cue for our design language, we translated the essence of the shoe into a big, bold and sculptural environment.
After working on more than 15 campaigns, we know the HOI space inside out as well as its audience. The Vomero 18 is designed for the everyday urban runner, ready to hit the asphalt and our takeover invites visitors off the streets of Paris inside to get active and try out the shoe.
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Introducing the product with a bold window display featuring a giant shoe, a streamline journey guiding visitors towards a central trial experience fills the Arena space. Visitors sign up at the service desk before encountering a series of innovation vignettes that give an exploded perspective on the shoe’s technology.
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A seating area frames the treadmill experience while two screens double up as hidden storage to create space for safely storing visitor’s belongings as they trial the shoe. The surfaces and design details throughout the store play with the volume and texture of the shoe’s cushioned base, spreading the bright red of the campaign across two floors and refitting existing fixtures. From the windows – which frame a huge Vomero 18 with a transparent screen that picks up on the shoe’s colours and projects them in the interior – to the foamy material of the product display and sofa, the space embodies the specific qualities of the shoe.
- For:
- Nike
- Year:
- 2025
- Size:
- 1000 M2
- Location:
- Paris, FR
- Sector:
- Sportswear
- Role:
- Experience Design, Art Direction, Spatial Design, Sound Design, UX/CX Design, Research
- With:
- Uncanny Valley – Experiments and digital content Satis&Fy – Production partner Tom D. Morgan – Photography
