To relaunch Nike Mind, we designed and activated a takeover of the Oxford Circus store's lower floor, turning a pregame ritual into both a space and a series of live activations.
Nike's Oxford Circus store rotates its lower floor to match the brand's quarterly focus – football during the World Cup, now Nike Mind, relaunched in a new colourway after January's Berlin debut with Zalando. We led on the store design, then activated the space with a live programme.
Both strands of the work centred on the pregame ritual. A locker-room aesthetic ran through the store, anchored by the Engage Sculpture's “Play Mind Games” centrepiece and “Feel It For Yourself,” an interactive floor made with Uncanny Valley. Programming carried it forward through Prime Lab trials and a confession wall.
Visitors moved through a locker-styled retail space designed around the Engage Sculpture and a responsive floor guiding breathing and pregame visualisation. Programming brought it to life, including a Q&A that paired Nike athletes Amber Anning and Juan Forgia with community members from the Nike app as well as mornings with Toma Winners and Hot Boys Athletics for breakfast, product trial and the confession wall.
Campaign imagery of Amber and Juan – the athletes fronting Nike Mind's relaunch – alongside other Nike athletes ran through the store and anchored the programming. Content from the community mornings extended onto Nike London's own channels, carrying the moment beyond the store.
Together, design and programming turned a seasonal retail slot into one connected piece of brand storytelling. The temporary space carried the full campaign arc, from first impression to shared ritual, before Nike's next quarterly focus took its place.
CLIENT: NIKE
WHAT WE DID: STRATEGY, CONCEPT, DESIGN, PRODUCTION
LOCATION: OXFORD STREET, LONDON
SEEN IN: RETAILBOSS