With the 2022 World Cup on the horizon, sport’s hold on Middle-Eastern culture has never been stronger. In advance of the competition’s opening, we were selected to design Nike’s store at Doha’s Mall of Qatar, a newly-constructed luxury shopping centre adjacent to one of the host venues. Built over two storeys, we were given total freedom to develop a retail experience that is set to play a key role in the company’s visibility during the competition.

In developing a concept for the store we drew explicit inspiration from the locality, marrying Nike’s sporting and cultural DNA with regionally-sensitive aesthetic elements.

Our design fuses, for instance, a phrase that has long been part of their athletics strategy – There Is No Finish Line – with a neon-lit Arabic translation that illuminates the store’s running section