A content design system for Nike's flagship NYC store.

Gretel was asked to create the design system and screen content for the new flagship Nike store in Soho, NYC.

Nike needed a stylish, robust design system for their huge screen that greets you as you enter the store entrance at Broadway and Spring St. It was required to complement the distinct visual location of downtown Manhattan while informing guests of the store’s unique shopping experience ‘Soho at your Service’. These films and bumpers would then be intercut with further information for guests as they walked through the door, such as sneaker releases, in-store events and upcoming promotions.

I was responsible for the initial design boards - black and white, urban, athletic imagery mixed with classic NY cityscapes and pops of fluoro green. These boards dictated the final aesthetic of the piece.

Credits.