Nike Air for Athletes x House of Innovation store takeover

A monumental ode to the brand’s landmark technology ‘Air,’ the takeover explores the athlete’s inspirational undertaking of making dreams a reality. Diffused across all four floors of the store, we drew on our seven previous collaborations and in-depth knowledge of HOI to help the brand integrate and shape the design, made by London-based studio Hotel Creative, to fit the space. 

Revolving around four new shoes, each linked to a different sport, the theatrical design of the space brings to life the concept through many different elements, experiences and collaborations which we ensured came together as a cohesive whole. Starting on the street, the window display captures the energy and dynamism of the technology in a vibrant, orange-blue tableaux of mannequins suspended in the air.

Inside, the ground floor takes on the feeling of a stadium and visitors become spectators in the multi-purpose Air Arena, structured by bright blue bleachers and flanked by floating mannequins above two suspended runways. Used to seat audiences for the store’s events during the Olympics, the bleachers also contain a footwear wall, product boxes that give an exploded view on the technology of each shoe and niches lined with other products. 

The space also invites visitors to take centre stage inspiring them to chase their own sports dreams through interaction. The Air Experience, programmed by French studio Uncanny Valley, is a dynamic changing room set against the backdrop of screens, powered by a sensory floor and accented by smoke, while the Air Studio invites visitors to get hands on and customise their products. The three other levels of the store pays tribute to the athletes Mbappé, Ariana dos Santos, Salma Parralluelo, Sha’carri and Kipchoge. Each Athlete World celebrates an individual star, immersing visitors in their story and the products that help them achieve their goals.