Nike, London, Retail & Brand Experience

For the launch of a new Nike Air Max at Niketown London, the brief was to create a centrepiece display that communicated the shoe's air technology in a way customers could see, touch, and remember.

The concept drew on the language of scientific exhibition. A custom furniture cabinet, styled as a museum specimen case, housed the shoes suspended inside a sculptural acrylic ribcage, positioning the Air Max sole as the lungs of the shoe. The piece invited customers to look closer and make the connection between the product's air cushioning and the human body.

Interactive touchpoints were built into pull-out drawers on either side of the cabinet, giving customers a hands-on experience with the technology and materials behind the product. The display was designed to slow people down in a busy retail environment, turning a product launch into a moment of discovery.

The project covered concept development, detailed technical drawings, fabrication specifications, and on-site installation within Niketown's flagship Oxford Street store.