Dynamic Element Cool Experience
 
Nike PS7,the shop was showcased the promotion of “Air Force 1”, only sells limited Nike editions collected from around the world. It strives to become Nike special store in Asia. As a result, design of this project aims to create space experience which is different to other Nike shops. Various fashion elements, different shapes, colors and lighting designs are utilized to create a cool space environment and bring unforgettable shopping experience.

“AIR FORCE 1”, Nike PS& is located in the most prosperous business district in Causeway Bay, Hong Kong. Enterprise culture of Nike is hoping to encourage young designers, to transmit product philosophy and show brand characters though its innovative thought. In this project, various fashion elements are utilized, such as basketball grain neon glow installed on the ceiling at the entrance, bright-colored floor lines and wire netting walls which are echo with the ceiling, all coordinate with the concept of “Nike lifestyle”, so as to create a cool retail space and bring unforgettable shopping experience to customers.

“Air Force 1” only sells limited Nike editions collected from around the world. It strives to become Nike special stop in Asia. Every two months, the shop entrance becomes an art gallery. It is designed with different topics to display the latest fashion goods. Every time, the shop front renovation is a challenge to designers, so does this time, Since the topic is “AIR FORCE 1”, feature wall at the entrance is decorated with lime color to create the classical Nike shoe pattern. Through different angles of sculpture, the wall is divided into 10 unique shoes wall bricks, so as to show multi-angle shoe lines of “AIR FORCE 1”. In the center of the feature wall, glaring slogan of “AIR FORCE 1” fuses with six show display cabinets, reflecting unique and noble taste. Color lines on the ceiling echo with that on the floor, match with basketball hoop on the right side of the wall as if it is a real basketball court. Unique design perfectly matches with brand spirit of Nike, and highlights brand fashion feeling together with light effect.

Walking inro the store, white racing shows running shoes hung in the ceiling is the important central island display area. Pairs if white Nike running shoes hung on the ceiling through hairline galvanized wires, high and low, forming order and unique scenery. Such kind of design aims to unify space level. A wire netting is designed to connect the floor and the ceiling, provides with rough lines, which forms distinct contract with the fresh feelings brought by the white shoes. Some architectural languages are also added to enrich space element and create charming scene. The monoblock mirror inlayed below the wire netting, reflect double image and create strong visual impact, so as to deepen customers’ brand identify and preferences index.

Life Concept

This project follows the concise and fashion design style that Studio ARRT created for another Nike concept shop in Hong Kong. This time, the emphasis of space design is to highlight “FUSE” three layers coining technology, which is the new technology launched by Nike in spring of 2011. The display counter in the center of the shop is the design subject, structured with three layers formed a group, the space relation and decoration feature which is future-orientated is built.

FUSE is a three-layer tough material with unique appearance. Three materials perfectly fuse though a kind of hot melting technology, and are used in various shoes types. In order to coordinate with the promotion of new technology, design emplasized to create technological feelings. Display walls on two sides of the entrance are decorated with three layers of straight line grains pasted on the glass. Different angles of the straight lines match with back light, to show unique reticulate pattern of FUSE technology, which is commonly utilized in new Nike products, including running shows, gym suite and other sporting goods. The size and combination of the reticulate pattern would even be changed according to the distance changes of customers’ walking and standing. Matched with new technology icon light effect,s ubtle relation between new Nike coining technology and Nike sport products is shown.

The display counter in the center of the shop is the design subject. It consists of three layers of straight line grain and is printed with three kinds of featured keywords of FUSE. Pictures and carving patterns of different products are hung above, match different light effect, the most dynamic effect is created to show behind new technology FUSE.