Retail Concept Launch for Nike | Tolleson
House of Innovation: The Store is Just Part of the Story
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Under the right circumstances, a big idea can find a home big enough for it.
As Nike‘s team was developing House of Innovation, we saw an opportunity to push retail packaging efforts way beyond the bag. Rather than designing a cool bag and calling it a day, we presented concepts that explored how a customer‘s journey could bring the store to life.
Our thinking helped the team transform strategic frameworks into emotionally resonant experiences—earning us a role with the integrated team behind the entire project. The result: a hugely collaborative effort to launch Nike‘s most innovative concept store to date and a highly coveted tote.
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Project Information
Project
Retail Concept Launch
Services
Visual Identity
Environments
Packaging
Go-to-Market
Visual Identity
Environments
Packaging
Go-to-Market
Deliverables
Visual Language
Illustration
Iconography
Brand Toolkit
Brand Guidelines
Retail Experience
Packaging Design
Templates
Implementation
Production
Campaign
Collateral
Presentations
Digital Content
Visual Language
Illustration
Iconography
Brand Toolkit
Brand Guidelines
Retail Experience
Packaging Design
Templates
Implementation
Production
Campaign
Collateral
Presentations
Digital Content
Industry
Lifestyle
Partners
Nike Retail
Global Packaging Design Studio
Accept & Proceed
Premier Press
Nike Retail
Global Packaging Design Studio
Accept & Proceed
Premier Press
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The process is the concept
The visual language is based on a cutting mat’s grid, a common place where early ideas take shape, and the perfect backdrop for people to answer the call to innovate.
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A pop of Innovation Orange
What began as the bag’s accent color takes on new life throughout the store. Repeated cues of the grid system with meaningful hits of orange add dimensionality to this form of pragmatic innovation.
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Carry this experience with you
The House of Innovation tote is symbolic of the store and its foundational concepts. It became a coveted signature piece worth celebrating on social media, as each one is proof of being part of this new experience in a particular city.
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Holds Gear,
Shifts Culture
New York +
Shanghai
Nike HOI
#HouseofInnovation
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Touching every surface
We supported the effort to extend the storytelling and visual language to nearly all surfaces—large to small, physical and digital.
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“I find the best collaborations need a diverse team with unique perspectives to enhance the collective experience beyond what any individual could achieve alone.”
Steve Tolleson, Executive Creative Director, Tolleson
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Launch Pad
HOW WE THINK
07—19
2024
On concepting and collaboration
For Nike’s House of Innovation
When Nike brought us in to work on packaging for the House of Innovation (HOI), we saw beyond the bag—and came up with concepts that ended up influencing multiple moments throughout the store. Here’s a look at some of the smaller details that helped create that bigger picture.
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Showing Up
Everywhere
New York,
NY
Nike HOI
Shop Interior
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A retail concept, fully realized
Our collaboration within the larger group helped reinforce concepts by integrating dynamic visual systems into design throughout the store and elsewhere.
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Ideas around signature athletes and major moments were developed into graphic takeovers within the store.
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Vignette
The detailed integration includes clever moments that reinforce the concept’s visual cohesion and story.
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Integrating the grid and its rawness into printed displays reinforced the process-driven feeling throughout the product and experience.
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Internationally known
With stores in New York, Paris, and Shanghai, each location became a global landmark designed with social media in mind.
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Related
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