Nike x NYC
Activating the Soho
To mark the opening of their new flagship store in Soho, Nike asked us to create a series of vignettes, as well as a messaging system, for the entryway screen and interactive kiosk. Standing five stories at the corner of Broadway and Prince, Nike Soho isn’t just a retail space, but a new fixture in the NYC landscape. As such, we wanted to create a piece that felt distinctly NYC.
Our solution was to create a constantly evolving collage of footage, typography and graphic city elements. This mixing and mashing feels like New York, a city that’s constantly being built on top of itself, layering and molting with different cultures and eras butting up against each other.
The collage allowed us to make every moment equal parts Nike and New York. Photographic juxtaposition and graphic layering work in tandem to create a loose narrative celebrating the city’s urban athletes.
Gretel shot, edited and color graded a total of five films for the project, featuring a variety of sports in iconic NYC settings.