Nike Shox
Design of the global retail experience for the latest Shox Z sneaker.
Brief
Unleash the disruptive design of the latest Shox Z sneaker through a bold and disruptive retail expression in over 150 stores globally.
Concept
The geometric, iconic heel pillars were the foundation for the experience. Every detail was designed to provoke, not to please, immersing visitors in a retrofuturistic world where Shox Z feels both archival and forward looking.
In the Nike House of Innovation in Paris, the journey begins with the facade, where Shox Z is introduced through sculptural Shox heel inspired displays, commanding instant attention. In the arena, the Not here to be Liked mindset comes to life thorugh a hyper-stylized Shox mannequin army, projecting an intimidating energy that fuels product lust. At the heart of the space, the footwear wall and Shox Altar pull you into the anatomy of the icon. Columns, sole patters and futuristic forms revealed in sharp detail, all underscored by a design philosophy built on one unapologetic principle: disrupt.
In Nike Oxford Circus, Shox pillars sit like jewels in bold red frames along the facade, impossible to ignore. Step inside and an oversized screen floods the sapce with lust Shox imagery, drawing you towards a dedicated Shox altar. Sleek silver walls, fearless styling and stripped back displays, immerse you into the Shox retro-futuristic universe. In the Nike By You zone, its vivid red design sets the stage for creating your most disruptive designs. Your final looks ready to be captured agains a dramatic deconstructed mirror wall.
The London team pulled together a team of female creators, from nail art to bold Shox shoe-jewellery, running workshops that let people tap into their own disruptive energy.
In collaboration with our partners:
Random Studio
Hotel Creative
Satis&Fy
KMF
NJM UK
Genix
...and the wider team at Nike HQ and Nike London
In the Nike House of Innovation in Paris, the journey begins with the facade, where Shox Z is introduced through sculptural Shox heel inspired displays, commanding instant attention. In the arena, the Not here to be Liked mindset comes to life thorugh a hyper-stylized Shox mannequin army, projecting an intimidating energy that fuels product lust. At the heart of the space, the footwear wall and Shox Altar pull you into the anatomy of the icon. Columns, sole patters and futuristic forms revealed in sharp detail, all underscored by a design philosophy built on one unapologetic principle: disrupt.
In Nike Oxford Circus, Shox pillars sit like jewels in bold red frames along the facade, impossible to ignore. Step inside and an oversized screen floods the sapce with lust Shox imagery, drawing you towards a dedicated Shox altar. Sleek silver walls, fearless styling and stripped back displays, immerse you into the Shox retro-futuristic universe. In the Nike By You zone, its vivid red design sets the stage for creating your most disruptive designs. Your final looks ready to be captured agains a dramatic deconstructed mirror wall.
The London team pulled together a team of female creators, from nail art to bold Shox shoe-jewellery, running workshops that let people tap into their own disruptive energy.
In collaboration with our partners:
Random Studio
Hotel Creative
Satis&Fy
KMF
NJM UK
Genix
...and the wider team at Nike HQ and Nike London
To embody the ‘not here to be liked’ muse, we pushed the boundaries of in-store styling with a custom kit designed to make our mannequins biger, bolder and unapologetic.
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