{"id":1309,"date":"2018-10-01T04:25:13","date_gmt":"2018-10-01T04:25:13","guid":{"rendered":"https:\/\/coordination.asia\/?post_type=portfolio&p=1309"},"modified":"2023-06-03T05:27:20","modified_gmt":"2023-06-03T05:27:20","slug":"nike-huaihai-beacon-nsw-tp18","status":"publish","type":"portfolio","link":"https:\/\/coordination.asia\/zh\/portfolio\/nike-huaihai-beacon-nsw-tp18\/","title":{"rendered":"\u8010\u514b\u2006NSW\u2006\/\u2006TECH PACK\u2006\u7cfb\u5217"},"content":{"rendered":"
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Tasked with presenting two Nike collections, COO played on apparel\u2019s visual identity to create a uniquely immersive shopping experience at Nike Flagship Store on Huaihai Middle Road. By juxtaposing each series\u2019 defining identities, customers are reminded of Nike\u2019s range and expertise in a way that is nothing if not visually striking. NSW is an altogether edgier edit of classic Nike Sportswear, complete with a disruptive new logo; while the brand\u2019s innovative Tech Pack collection fuses form and function to create an expressive connection to sport. The resulting interiors juxtapose these identities to not just contrasting, but clashing effect.<\/p>\n\n\n\n

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These distinct identities continue throughout the space. For Nike NSW, that translates to an entrance display featuring yet more bicycles, and a central island evocative of China\u2019s iconic elevated highways. Punctuating these areas is the collection\u2019s altered Nike emblem: comprising a block-colour rectangle hovering above the now familiar swoosh, its inherent disruption is articulated through camouflage print.<\/p>\n\n\n\n

Reinforcing Tech Pack\u2019s data-based inspiration, dynamic audio-visual backdrops are used to offset clothes racks. Elsewhere, mannequins are housed behind semi\u2011transparent LED screens, outlining the human body and underpinning the series\u2019 physiological precision.<\/p>\n\n\n\n

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A design of two halves, the resulting interiors wilfully clash two distinctive collections to striking effect. Dynamic, engaging and memorable, it amplifies Nike\u2019s flair for sportswear engineered for motion, and inspires visitors to take to the streets, and get active.<\/p>\n<\/div><\/div>\n\n\n\n

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