Many minds, one meld | Tolleson
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Many Minds,
One Meld
07—19
2024
On concepting and collaboration
For Nike’s House of Innovation
Great ideas are born from collaboration. Nike’s House of Innovation (HOI) is a reflection of how different minds, each with their own strengths, can come together to create something bigger than any one team could alone. When Remco Vloon and Nike’s team, alongside partners like Accept & Proceed, brought us in to focus on packaging, we saw more than a task—we saw an opportunity to tell a story.
For us, packaging is just another canvas. We approached Nike HOI’s packaging as a way to create an unforgettable experience, designing moments that captured the spirit of the larger Nike journey. As we explored how different stories could unfold through packaging, our collaboration with the extended team grew, influencing more than just packaging. Together, our collective storytelling shaped the entire retail experience—from signage to the emotional tone of the store—leaving a lasting impact on every touchpoint.
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“Innovation isn’t about the final product in a jewel case. It’s about the process and the failures and the iteration, and the obsession with the athlete along the way.”
Sean Madden, Senior Director of Consumer Experience, Nike Retail
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Living and
breathing
Retail Concept
Creative Brief
An ambitious goal
Driving all of us was a shared vision to transform disparate ideas into an immersive experience that made customers feel the relentless drive of athleticism.
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Possibilities, possibilities, possibilities
At HOI, there are endless stories to tell. For every concept we came up with, we explored a world of ways to bring it to life in the store: like each location’s unique sense of place, every featured athlete’s drive to pursue their personal best, or the hands-on opportunity for customers to memorialize their HOI experience by customizing their own bag.
It was only through inclusive and extensive collaboration that we found the right ones—that allowed us to think beyond the obvious and work together to drive a more thoughtful customer experience.
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“While we were ultimately responsible for packaging, we approached the project the same way as any other blank canvas—simply a springboard to launch our concepts and bring the story to life.”
Molly Skonieczny, Creative Director, Tolleson
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Our concept around the pursuit of personal bests was transformed into both an interactive table display and store signage—embedding the story into the actual retail experience.
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Participation as innovation
To make every piece feel as personal as it was unique, we designed concepts that invited customers to participate in the production of their own packaging—giving each bag purpose beyond utility to create a lasting connection and a special keepsake for each individual’s HOI experience.
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The visual language is inspired by the grid of a cutting mat, a canvas for product design that symbolizes the birthplace of early ideas.
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How it all
ladders up
Retail Packaging Concepts
Round One
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“I find that the best outcomes come from diverse teams with diverse perspectives. Good collaboration pushes anything beyond what anyone can do alone.”
Steve Tolleson, Founder, Tolleson
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From Mind
to Matter
Retail Store
Experience
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