Nike by Long Beach
2020
ART DIRECTION, DESIGN
for a brick-and-mortar personalized experience.
for a brick-and-mortar personalized experience.
Nike by Long Beach
2020
ART DIRECTION, DESIGN
for a brick-and-mortar personalized experience.
for a brick-and-mortar personalized experience.
A brick-and-mortar location in the heart of Long Beach’s Marina neighborhood launched following the success of last year’s Nike Live store on L.A.’s iconic Melrose Avenue. The pilot brick-and-mortar shop’s inventory is curated using data from NikePlus users in the area, creating a more personal shopping experience for locals. After paying close attention to the Melrose location’s performance, Nike concluded that customers appreciate digital retail experiences but still crave human connection during the shopping experience.
Focusing on creating a seamless connection between tech and human interaction, the store's interior design mimics your friend's living room or your Aunt's in the 70's. A feeling of nostalgia is sensed in the store all the while modern technology is laced throughout every customer experience. To provide graphics that mirrored this marriage, 3-dimensional collages layering Nike's photography, textures, and photography of local scenery create soft compositions with bold color. Photography was given a slight light leak and warm tone as a nod towards film and tangible photos.
Creative Direction: Justin Kreitmeyer
Designers: Katie Barger, Maria Mills-Kitchen
Designers: Katie Barger, Maria Mills-Kitchen
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