Our team's pinnacle window display showcases the Nike SB Flash Pack – apparel and shoes designed with reflective elements to keep skaters safe at night. Nike SB athlete, Paul Rodriguez, is shown wearing Flash Pack apparel on the backdrop printed with reflective ink while the product is displayed on suspended road signs painted black with LED lit borders to highlight the innovative details of the apparel. The attract headline, "Light Up The Streets" is situated front and center in a lightbox to complete the story.
The story from the Holiday 2014 Nike SB window display continues onward to category spaces within the stores. In the example above, attract level wall graphics display Paul Rodriguez and the Nike SB branding printed with reflective ink to align with the window and establish presence among competitor spaces. Engage and connect level graphics tell the rest of the story at the footwear wall and table displays beckoning consumers to interact with the innovative technology that can be activated with the flash from their phones.
While the Holiday 2014 Nike Skateboarding Mall Launch was carried out with big budgets that afforded the use of electricity and custom materials, our team had to design for Core (Small Business) retail spaces as well. While we didn't have the budget to design pinnacle displays for these locations and often experienced more restrictions, the same story needed to be told in a cohesive manner. The above window display at Blades in NYC is just one example of our Core executions with the "Light Up The Streets" messaging.
When consumers arrive at the upstairs loft at Blades, they are greeted with the above reflective floor graphic that dominates the space with Nike SB Branding and continues the story of the Holiday 2014 launch.
The Nike SB Footwear Wall at Blades is situated across from the floor graphic and continues the Holiday Launch messaging at the engage and connect levels with black and white photos of Nike athletes paired with their signature Flash Pack shoes. The bent metal footwear glorifiers display the connect level features and benefits of the corresponding shoe and urge consumers to use the flash of their phones to activate the reflective technology of the shoes while simultaneously triggering reflective properties of the ink used to print the chevron backdrops and borders.
Detail of the footwear glorifiers at Blades.
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Nike SB Holiday 2014 Retail Launch
These are examples of the Holiday 2014 Nike Skateboarding Retail Launches for Mall, and Core locations including select PacSun, Zumiez and Tilly's retailers as well as smaller skate shops throughout North America.
My role in this project as a member of the team at HERENOW Creative ranges from a little design and development to all facets of production.
