Goddess Mode Programming for NikeLab Marais

Situated in the heart of the Marais, the small former bookshop is now evolving into its IRL hub of women’s style, sport and creativity – and our store had to be able to shapeshift every six weeks to give its community a new experience with every visit. For the first opening and subsequent six months, we took on the base design of the store and created three distinct updates to respond to three very different campaigns.

Taking place at the peak of Paris’ Summer of Sport, the inaugural event invited Parisiennes to discover the latest Jacquemus x Nike collaboration. Inside, the imagery was upgraded to the collection and fitted in curved panels, taking on the celebratory energy of Jacquemus’ take on the Olympics, while a big screen played the campaign video directed by Simon Jacquemus himself. A custom table in the shape of the Swoosh bag showcased the new products.

Outside, embracing Parisian curbside culture in the July sun, a Cafe Cart offered three different juices in red, white and blue for three days.

For Anna Deller-Yee’s collection, the store transformed into a gallery that brought to life her process and invited her online community to get inspired and watch the artist at work. Accompanied by a text telling her story, Deller-Yee painted a bright floral composition on the windows in her signature style, that danced through the interior of the store as shadows according to the movement of the sun.

Inside, we installed screens that hosted campaign video content. Riffing on the campaign, which features a collaboration with athletes painting on canvas, we reused the material to create an exclusive series of five bags to give away to a lucky few from the artist’s social media circles. With Deller-Yee present during the store takeover, her community had intimate access to get inspired and hear more about her artistic process firsthand.

To celebrate the launch of the Zenvy collection – an ultra-soft line offering support for yoga, pilates and daily wear – we temporarily introduced a sense of stillness and zen into the store, inviting a select group of Nike's wellness community in for a yoga and pilates experience.

Drawing on the colour palette of the collection, the windows were covered in dichroic film, filtering the sun through soft hues and filling the interior with gentle, iridescent light-play. Inside, a curated scentscape by In’n’out Fragrances filled the space as guests gathered to receive a goody bag of clothes from the collection and have a welcome drink.

Led by Nike trainers, the small group were escorted to a secret location, hidden away in a Parisian courtyard down the road. Lit in the same manner, the session unfolded in a peaceful setting followed by a nutritious breakfast next-door.