Something temporary can have a lasting effect, and we proved that with Nike’s new evolving Soho store, reimagining football retail through the lens of New York City.
Nike’s latest NYC space at 611 Broadway was designed to evolve throughout the year around major sporting moments, beginning with a launch tied to the upcoming World Cup in the US. We were tasked with shaping the football environment within the store, bringing the energy and visual language of the game into a retail space rooted firmly in downtown New York.
We wanted the space to feel layered, exploratory, and deeply connected to the city around it. Drawing from global football culture and New York’s street-level energy, our concept balanced sport, style, and community through subtle interventions and hidden moments.
Throughout the space, we introduced layered discovery moments, rewarding exploration and encouraging interaction. Graffiti references, wheat-paste inspired surfaces, local artwork, and football-inspired interventions created a lived-in and authentic retail environment. A sculptural column wrapped in woven federation scarves transformed a practical structural feature into a storytelling moment that celebrated fans as the real “style of the show.”
Football isn’t just about pure performance, which is why we focused on the people, rituals, and identities that surround the sport, especially the relationship between fashion, fandom, and self-expression. We were able to bring the energy of football culture into a New York context, creating an environment people wanted to spend time exploring.
Nike SoHo was designed to be hyper-local, adaptable, and experience-first. We prioritised atmosphere, discovery, and community over traditional merchandising, which helped us to create a football environment that felt as relevant to the streets of New York as it did to the global stage of the World Cup.
CLIENT: NIKE
WHAT WE DID: STRATEGY, CONCEPT, DESIGN
SEEN IN: BIZ JOURNALS, COMPLEX, HYPEBEAST, SNEAKER NEWS
LOCATION: NEW YORK, USA