The first Nike concept in Awlab was designed to characterize the areas dedicated to Nike within the Via del Corso store in Rome. The project was then replicated in the shops of Milan Via Torino and Milan Corso Buenos Aires and finally in the most important shopping center in Barcelona.

The fulcrum of the project was the elevation of the product: extremely flexible structures were created to allow setting the space based on the type of goods and launches. Great importance has been given to the mannequins, placed on platforms at different heights to give a strong visual impact to the Nike product.