Gretel

Nike - Soho

 

Nike

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Nike x NYC

Activating the Soho
flagship store.

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. 

 
 
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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.

 
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Gretel shot, edited and color graded a total of five films for the project, featuring a variety of sports in iconic NYC settings.

 
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