Evolving Nike’s pinnacle retail experience

Over the last years, we’ve developed and evolved the vision of the store’s central storytelling space – the 1000m2 cathedral-like ‘Arena’ – across 10+ campaigns, carried out in collaboration with a spectrum of cross-functional teams within the brand. 

Visitors to the Champs-Elysées expect the most immersive and spectacular shopping experiences that brands can offer – and they don’t want to see the same thing twice. The HOI therefore represents Nike’s peak retail challenge, intertwining the brand’s commitment to innovation with its sustainability goals.

From the start of our collaboration as core creative partner, the bar was set high to meet this complex set of criteria and excel and evolve with every campaign. 

Acting as the pivot point between client, supporting agencies and production partners, we have developed a three-pronged approach to hitting these goals, each Arena campaign building on and surpassing the last:

Reduce, Reuse, Reskin

By creating a core display inventory, we’ve been able to use the same framework as a base for every installation. Each new campaign, we build on these foundations, constantly innovating to ensure the space feels fresh and new at every iteration.

Site-specific Interactivity

Over 10+ campaigns, we have refined our understanding of the Champs-Elysées’ consumer-base. We know what they come in for, what they share on their socials – and what will keep them coming back. Drawing on this knowledge, each new install has a moment of interactivity that brings the campaign alive specifically for this audience.

Dedicated Team = Holistic Partner

Over the course of this long term collaboration, our dedicated core HOI team has gained the experience needed to optimise the work process, anticipate any challenges that arise and create more space to push the creative output further with every new campaign.

Projects completed for Nike House of Innovation—and more to come.