The objective was to establish a new retail identity for Nike SB that balanced the raw "grit" of skate culture with Nike’s premium technical precision. This project required a deep understanding of the subculture to ensure the environment felt authentic to the community while meeting the rigorous standards of a flagship retail experience.
I developed the 2D and 3D brand narratives that informed the entire system, from physical fixtures to environmental graphics. By translating skater lifestyle dynamics into a functional design language, we created a space that resonated with the core community while meeting flagship retail standards.
Recognized internally as a benchmark for storytelling, the final concept delivered a measurable increase in consumer awareness and retail sales across the Santa Monica and London locations. The execution served as a high-performing proof of concept, demonstrating that merging cultural authenticity with brand-led design creates a repeatable and commercially successful global retail language.
(Nike design partner: Aaron Carlsson)
Role: Design + 3d Visuals + Art Direction
.
Following is a series of 3d studies addressing a brief for a store— a what could be—that would spacialy transform depending on function , and innovate on retail service and fixture design as only Nike could.