WeShouldDoItAll — Nike Tech Pack
Nike Tech Pack

Nike North America Brand Design (NABD) approached WSDIA to complete environmental rollouts for the Tech Pack product series release, at Moynihan Station and NikeLab 21M. Constructed of lightweight 3-ply fabric, six fleece jackets were developed for the Fall/Winter Tech-Pack collection. Using Nike’s product position “Warmth Without Weight,” the environments used visual cues to immerse the consumer in a warm, red space.

For the main event at Moynihan Station, the design solution was a large block containing all hero product, pulled apart to create a series of cases. Each double-sided case stood 12 feet tall and wide, and provided displays for each garment type. The cases consisted of a structural perimeter ring with jewel box interior to elevate the product presentation. A piece of the larger block housed the VIP zone and was used for lounge and product-seeding space. Embracing the concept of multi-layering within the products, and further playing on the jewel box idea, the cases sandwiched garments between a series of clear and red translucent plexiglass. Continuing the theme of weightless fabric, products appeared to float within the cases. WSDIA designed both spaces in a two month timeframe. The concept acted as a template that was carried through to other national flagship NikeTowns, and global event activations and retail spaces.

Creative Direction:
Byron Merritt & John Moon, Nike NABD

Art Direction:
Emily Duell, Nike NABD

Project Management:
LeeAnn Winters, Nike NABD

Event Production:
Production Glue, BeCore and Atomic

Spatial Design:
in collaboration with Corey Yurkovich

Contractor/ Fabricator:
Atomic

Photography:
Floto+Warner

WeShouldDoItAll — Nike Tech Pack
 
WeShouldDoItAll — Nike Tech Pack
each case is double sided standing 12 feet tall and wide, provides display for a specific garment type
WeShouldDoItAll — Nike Tech Pack
 
WeShouldDoItAll — Nike Tech Pack
 
WeShouldDoItAll — Nike Tech Pack
 
WeShouldDoItAll — Nike Tech Pack
 
WeShouldDoItAll — Nike Tech Pack
 
WeShouldDoItAll — Nike Tech Pack
 
WeShouldDoItAll — Nike Tech Pack
a take down version installed at 21 Mercer/Nike Lab
WeShouldDoItAll — Nike Tech Pack
 
WeShouldDoItAll — Nike Tech Pack
 
WeShouldDoItAll — Nike Tech Pack
 
WeShouldDoItAll — Nike Tech Pack
 
WeShouldDoItAll — Nike Tech Pack