Creative Strategy
Winning off the track is key to winning on the track. Focus and determination deliver performance but the right state of mind is often the difference between winning and losing.
There is no such thing as a ‘standard’ athlete they will need differing levels of support, sanctuary, time to reflect and prepare and of course some fun to be at their best - our environment design will deliver that.
Once through the front door you are in a home from home. A premium, relaxed, flexible, London environment that taps into local community and culture - a place the Nike athletes, their family and friends can call home…
There is no such thing as a ‘standard’ athlete they will need differing levels of support, sanctuary, time to reflect and prepare and of course some fun to be at their best - our environment design will deliver that.
Once through the front door you are in a home from home. A premium, relaxed, flexible, London environment that taps into local community and culture - a place the Nike athletes, their family and friends can call home…
Welcome Home
You get home, kick off your shoes, collapse on the sofa and plug into your world. Homes are all connective and this needs to be also, but in more ways than just technology. Your hear to relax and we will see to your needs.
Our concept brings to life the very ethos of ‘lounge’ with multiple, versatile and semi-private spaces designed for individuals and groups alike to interact and enjoy. The central social landscapes are designed for multiple guests to adopt to their way of sitting, relaxing and socialising.
This is home. This is your destination to relax, chat, eat, listen and watch.
Our concept brings to life the very ethos of ‘lounge’ with multiple, versatile and semi-private spaces designed for individuals and groups alike to interact and enjoy. The central social landscapes are designed for multiple guests to adopt to their way of sitting, relaxing and socialising.
This is home. This is your destination to relax, chat, eat, listen and watch.
NIKE ENERGY
What.
A 360 degree photography rig that captures you ‘matrix style’. The image, a skyline of London could be captures from the Olympic stadium to showcase our iconic city scape.
A 360 degree photography rig that captures you ‘matrix style’. The image, a skyline of London could be captures from the Olympic stadium to showcase our iconic city scape.
Why.
A highly sharable & fun activity that channels the energy of London
A highly sharable & fun activity that channels the energy of London
How.
The content is captured and is immediately available to be shared via social media using hashtags such as: #nikehome #londonenergy
The content is captured and is immediately available to be shared via social media using hashtags such as: #nikehome #londonenergy
NIKE LOUNGE
What.
Relax, eat, chill, dance, watch, interact, play, focus or dream. This space is a fully flexible area that is designed to be what you want it to be.
Relax, eat, chill, dance, watch, interact, play, focus or dream. This space is a fully flexible area that is designed to be what you want it to be.
Why.
It offers the opportunity to decompress from the rigors of competition and a true home away from home. A space to stop and breathe.
It offers the opportunity to decompress from the rigors of competition and a true home away from home. A space to stop and breathe.
How.
The room has been divided into three notional spaces which encourage our guests to refresh, replenish, relax and escape. The northern end of the room has been devoted to refreshing and replenishing our guests. The main lounge space is the most formal and grown up area in the space and offers traditional seating groups with large screens to watch the stadium action. Its overriding ethos is relaxation. The southern end of the room has been designed with a young, playful and energetic audience in mind. This is where they come to escape. From beanbags and hammocks to a giant inflatable pillow, our guests will feel relaxed, safe and free to be themselves.
The room has been divided into three notional spaces which encourage our guests to refresh, replenish, relax and escape. The northern end of the room has been devoted to refreshing and replenishing our guests. The main lounge space is the most formal and grown up area in the space and offers traditional seating groups with large screens to watch the stadium action. Its overriding ethos is relaxation. The southern end of the room has been designed with a young, playful and energetic audience in mind. This is where they come to escape. From beanbags and hammocks to a giant inflatable pillow, our guests will feel relaxed, safe and free to be themselves.
NIKE Wellness
What.
Whilst meeting the brief of a physio area we want to provide an area where the athlete can also visit for bit of pampering too.
Whilst meeting the brief of a physio area we want to provide an area where the athlete can also visit for bit of pampering too.
Why.
Everyone feels more relaxed and confident after the treat of personal grooming. The intention is to help athletes/invited guests to escape the pressure of competition or look their best to celebrate their achievements.
Everyone feels more relaxed and confident after the treat of personal grooming. The intention is to help athletes/invited guests to escape the pressure of competition or look their best to celebrate their achievements.
How.
We will connect with the best that London has to offer in the beauty/grooming scene. Get a wet shave, haircut, facial or manicure to help them relax and feel great.
We will connect with the best that London has to offer in the beauty/grooming scene. Get a wet shave, haircut, facial or manicure to help them relax and feel great.
NIKE Custom
What.
A creative hub in which athletes and invited guests can personalise bespoke Nike product.
A creative hub in which athletes and invited guests can personalise bespoke Nike product.
Why.
We want the athlete to either distract themselves from the pressures of the game or to celebrate their achievements by tapping into their creative side to make a unique piece of art.
We want the athlete to either distract themselves from the pressures of the game or to celebrate their achievements by tapping into their creative side to make a unique piece of art.
How.
We will provide six creative work stations manned by some of the most creative artisans in London for you to collaborate with. The finished article will be a unique reminder of your time in London.
We will provide six creative work stations manned by some of the most creative artisans in London for you to collaborate with. The finished article will be a unique reminder of your time in London.
London Collaborations
What.
The custom space is where we will collaborate with London based artisans to provide bespoke customisations of Nike apparel to provide you with a unique memory. The athlete is encouraged to use the space imaginatively. Be it using one of the six work stations or using a combination of them creatively.
The custom space is where we will collaborate with London based artisans to provide bespoke customisations of Nike apparel to provide you with a unique memory. The athlete is encouraged to use the space imaginatively. Be it using one of the six work stations or using a combination of them creatively.
1. NIKE ID
Nike ID clothes and patch customisation desk.
Nike ID clothes and patch customisation desk.
2. Shoe ID
Custom trainer design
Custom trainer design
3. Tailor
Depending on the level of customisation we are proposing that the Savile row tailor can make you an item of custom apparel using the fabrics from the Nike stable. The lower level service would be to take existing elements. For example: choosing a mix of apparel to create a unique item from component parts.
Depending on the level of customisation we are proposing that the Savile row tailor can make you an item of custom apparel using the fabrics from the Nike stable. The lower level service would be to take existing elements. For example: choosing a mix of apparel to create a unique item from component parts.
4. Shoe Tattoo
If they can tattoo an item of Nike then the sky’s the limit. You can personalise a pair of trainers with their unique message or image.
If they can tattoo an item of Nike then the sky’s the limit. You can personalise a pair of trainers with their unique message or image.
5. The painter
Using mixed media of spray, pens and paint you can customise any item you want with a personal moment be it your winning time, an inspiring quote or a design. Working with the artist you create your individual piece of art that is applied to your selected item of Nike apparel.
Using mixed media of spray, pens and paint you can customise any item you want with a personal moment be it your winning time, an inspiring quote or a design. Working with the artist you create your individual piece of art that is applied to your selected item of Nike apparel.
6. Embroider
If you fancy having an image or message sown onto a Nike item then this is your chance.
If you fancy having an image or message sown onto a Nike item then this is your chance.
The athletes can use each of the stations independently or start using more than one to really unleash their creativity.
NIKE Dream
What.
An impressive experience that lets the athlete re-engage with the greatest milestones of track and field.
An impressive experience that lets the athlete re-engage with the greatest milestones of track and field.
Why.
Nike Athletes are the biggest track & field fans. An opportunity to relive the greatest moments is inspiration enough - perhaps they’ll relive their own greatest performance?
Nike Athletes are the biggest track & field fans. An opportunity to relive the greatest moments is inspiration enough - perhaps they’ll relive their own greatest performance?
How.
We will have a multimedia installation that is activated by using RF-ID technology embedded into spikes that when placed on the central plinth it will play the highlight reel from the selected even
We will have a multimedia installation that is activated by using RF-ID technology embedded into spikes that when placed on the central plinth it will play the highlight reel from the selected even
NIKE Product
What.
A place to collect your bespoke one off Nike sponsored product and get a chance to see the latest and
greatest ranges.
A place to collect your bespoke one off Nike sponsored product and get a chance to see the latest and
greatest ranges.
Why
We needs a place to ultimately store and distribute products to athletes, whilst we know this is not a consumer facing retail store, it still needs to be careful designed and feel Nike.
We needs a place to ultimately store and distribute products to athletes, whilst we know this is not a consumer facing retail store, it still needs to be careful designed and feel Nike.
How.
By carving up the space we propose creating a box within a box similar to that of a retail space. Easy access to stock will reduce waiting time for your athletes. A front of house space has been created with a central seating area for your athletes to try their products on.
By carving up the space we propose creating a box within a box similar to that of a retail space. Easy access to stock will reduce waiting time for your athletes. A front of house space has been created with a central seating area for your athletes to try their products on.
