Reimagining a permanent retail space for Nike in Paris
For the permanent transformation of the former NikeLab in Paris, we were commissioned to make the spatial design for the store which now exclusively stocks women’s products.
Housed in a former bookshop in the Marais district, we created a minimalist ode to Nike’s namesake – the ancient goddess of victory – bridging classical references with the contemporary edge and attitude of the goddess of today.
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Spread over two floors, the design brings to form the essence of the brand through an elegant skeleton that facilitates the new collections, special collaborations, seasonal changes and pop-ups of this boutique-like Nike store. With a base of light, organic materials and contemporary chrome finishes, feminine forms and playful sports details inject themes of movement, heroism, softness and tension into the store fixtures.
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On the ground floor, a fragmented, sculptural wing coated in a reflective top forms the centre-piece product display table. A column and ornate mouldings enhance the shop’s existing classical architecture, while the fitting room curtain echoes the fabric drape of a tunic. An angled clothes rail, anchored by a medicine ball, takes the form of a javelin, complemented by large reclining images adding a sense of dynamism to the space.
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Upstairs features a goddess’ body product display table emerging from the chrome floor, illuminated by a large circular lightbox. Surrounding the classical form, large campaign images celebrate the brand’s ‘goddesses’ of today.
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Following our deisgn of the store we were commissioned to build on our spatial design with a programme of unique collection activations during the Summer of 2024. Find out more here!
- For:
- Nike
- Role :
- Creative Concept, Experience Design, Art Direction, Spatial Design
- With :
- Ophélie Maurus – Photography
