Drawing colour gradients from the new kit designs, the store was infused with the spirit of Nike’s national teams. By amplifying the gradients with highly reflective, metal surfaces and motion graphic screens, we connected the internal elements (activations, product installations, digital and interactive) into a cohesive aesthetic entity. Additional material detailing, fixtures, and furniture elements echoed the sport’s rich legacy, reflecting the experience of international football fandom.

The kits on the (action-posed) mannequin installations could be updated with each upcoming game. The main entrance installation, led up to the innovation tunnel, where participants could experience (both tactile and visual) the benefits of Nike’s Dri-Fit ADV technology through an immersive phygital journey. 

Beside it, and saturated in the same pink hue of the football products it highlighted, was the Mad Brilliance Trial, a motion-tracked game experience where participants could put Nike’s new pink silos and their own football skills to the test. At the far end of the store, full-service capabilities were provided by the customisation workshop, enabling visitors to individualise their own national team jerseys.

At the far end of the store, full-service capabilities were provided by the customisation workshop, enabling visitors to add numbers and names to their newly purchased national team jerseys. Channeling the excitement around Berlin as the location of the final, the projects multi-dimensionality, expressive national kit gradients and digital integration, plunged visitors into a resonant, memorable space, where they could explore the products and installations in their intricate detail.