Gretel

Nike - Soho (Alt 3)

 

Nike

Experience Design

Putting the Soho
flagship store in motion.

To mark the opening of their new flagship store in Soho, Nike asked us to create a series of motion pieces for the entry-way screens. 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, type 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 as well as graphic layering work in tandem to create a loose narrative celebrating the city’s urban athletes.

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