Nike Design & Branding NIKE FREE by Futurebrand

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Industry Sportswear, Athletic Footwear & Accessories
Media Design & Branding
Market Italy
Agency Futurebrand
Released February 2011

Credits & Description

Category: Temporary Retail
Advertiser: NIKE
Date of First Appearance: Feb 22 2011
Entrant Company: FUTUREBRAND, Milan, ITALY
Chief Creative Director: Gianni Tozzi (Futurebrand)
General Manager: Alessandra Iovinella (Futurebrand)
Senior Designer: Sara Pallaro (Futurebrand)
3D Designer: Serena Viganotti (Futurebrand)
3D Designer: Fabio Mennella (Futurebrand)
Architect: Martina Tabò (Maat Architettura)
Media placement: Temporary exhibition - Nike Stadium Milano - February 22nd/June 2011
Describe the brief from the client
Nike needed to reconnect with Italian female consumers by creating a retail experience capable of:
- amplifying the connection between performance and style.
. generating word of mouth.
- allowing consumers a true interaction with the brand.
- presenting Nike products by "looks" and not by isolated worlds (mix&match).
- increasing its offer through an intense co-branding and story-telling activity.
Describe the challenges and key objectives
Starting from the Nike Free Yourself campaign concept and focusing on the FREE shoe values, the project objectives were:
1. Create an unconventional and brave space.
2. A space that calls for action.
3. A raw and real environment.
4. A retail experience that keeps changing and does not last for ever.
5. Transform the existing Nike Stadium without demolishing it.
Describe how you arrived at the final design
FutureBrand has transformed the existing space by overlaying a new skin acting both as an installation and as an exhibition media: 5,000 meters of black and pink technical fabric have been used to wrap the spaces and change their dynamic in a most flexible way.
Exhibition areas and lightboxes dramatise the S/S 11 Nike collection items, while shipping crates host memorabilia describing sports and its values.
Illustrations cover the walls and accompany visitors through the rooms, a picture exhibition by Skye Parrot show the energy and beauty of young women playing sports.
Give some indication of how successful the outcome was in the market
The new concept is an extraordinary creative way to give new life to an impressive location. Every detail tells about the product’s main features in an unexpected way. The altered use of space has changed the way volumes are perceived, while the Nike brand values live in every single element.