To launch their new Tech Pack product series, Nike North America Brand Design wanted environmental rollouts in New York’s Moynihan Station and Nike’s downtown New York flagship store, 21 Mercer. Six distinct fleece jackets were the highlighted products for the Fall/Winter 2013 season. Our design solution, which was used across both spaces, was based on the concept of a large block that had been pulled apart to create a series of red, illuminated display cases that housed all of the hero products.
The double-sided cases used for the Moynihan Station experience were an impressive 12’x12’ and provided a stunning display enclosure for the garments. The Mercer Street store installation used smaller 6’x8’ cases to accommodate the site restrictions and budget. The clarity of the design concept and impact of the illuminated cases was so well-received that Nike used the design approach as a template for the Tech Pack global rollout.
Creative Direction: Byron Merritt, Nike
Art Direction: Emily Duell & John Moon, Nike
Project Management: LeeAnn Winters, Nike
Spatial Design: Collaboration with WeShouldDoItAll
Graphic Design: WeShouldDoItAll
Collaborator: Corey Yurkovich
Event Production: Production Glue and BeCore
Contractor / Fabricator:
Moynihan Station: Atomic
21 Mercer: Errol Andam