A Functional Vision
Nike's 45 Grand Street facility, located in prime SoHo, NYC, required a redesign to open up the space for private training, consumer events, and merchandising collaborations. The brief was simple: bring the famed Nike+ app to life functionally, with a focus on modularity and adaptability.
Brand Strategy and Creative Direction
Our goal in redesigning the facility was to create a fully progressive and functional fitness experience. This involved changeable set pieces, innovative storage solutions, and flexibility to repurpose individual rooms. The design needed to reflect high-performance and functionality, much like the Nike+ app.
Design and Experience
The space featured raw, deconstructed materials to signify performance and functionality. This approach allowed the facility to adapt to each user’s personal experience while hosting a range of programming. The interior refresh aimed to maximize utility and aesthetic appeal, seamlessly integrating with Nike’s brand ethos.
Scope of the Project
The project encompassed brand strategy, creative direction, design, experience design, and naming. By combining modular design elements with innovative solutions, we created a space that not only meets the practical needs of its users but also embodies the dynamic spirit of the Nike+ app.
Services
Produced at Studio Institute
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