The Nike Studio Design 

The 1200sqm space features the sportswear brand’s 2015 winter collection ‘HOLIDAY 15’, and offers a total immersive experience that is based around ideas of infinity and empowerment. The award-winning design team wanted to create a sense of flow that energizes people, as they journey from one room to the next. Following the NIKE mission to, ‘Bring inspiration and innovation to every athlete in the world’, the studio is a high-impact, high-energy environment that combines both an exhibition-type product gallery with a Running Lab, designed especially to launch Nike’s new and improved running community N+RC (Nike+ Run Club). 

Themes of transparency and infinity are visible throughout the transformed gallery; and are expressed in the use of reflective display cases, glowing LED grids and linear frames. The workout areas are rendered almost entirely black, and create a strong contrast against the free-floating installations to suggest that there is no messing around or slacking off. The rooms are dark and very intense, with sliding mirror doors that can be closed to help people get into the zone.

However, the overall atmosphere is uplifting and engaging - slick hassle-free transitions between products and installations make each one stand out, while still behaving as a cohesive whole. There are references to traditional track and field elements, seen in linear structures, which are installed as a series of rows, one after the other, and are used to display featured items such as jackets and shoes. The products are illuminated by bright LEDs, and contribute to sensations of lightness and speed. The surrounding areas have a sporty aesthetic, with low slung benches and footwear bars. In case people need further motivation, the walls are dotted with portraits of famous athletes and bold graphics with words emblazoned such as, ‘Don’t dream of it, train for it’.

’It’s really fun to work with Nike again, who has such a strong design focus and attention to detail. ‘THE NIKE STUDIO’ in Beijing offers more than just a workout session, or a chance to display the latest products, visitors will have a completely immersive experience, and come away feeling fitter, faster and more motivated.’ says COORDINATION ASIA CEO and Design Director Tilman Thürmer.

Coordination Asia Ltd.
Tilman Thürmer
Francois Aubret
Manuela Mappa
Yu Yin
Vega Li
Ashley Liu
Kira Chien
Liu Zhuang
Jin Jin Wang