Brand = Story + Strategy®

Nike / Hurley: Retail Concept Lab

Brand Brief:

Develop a new retail concept that expresses the creative aspirations of Nike’s action sports brands and innovates new consumer experiences.

Retail Environment + Experience:

The store design builds inspiration from its authentic roots, a free-spirited boarding culture that enjoys connections with art, fashion and music.

The first of its kind, this autonomous space broke many molds. As a signature function, the perimeter wall units created an environment that characterized the look and feel of an authentic industrial workshop. These structures were paired with rolling shades of natural beach canvas that adjust in length to create multiple visual layers that can express multiple merchandising perspectives under a unified brand portfolio strategy.

Progress:

This award winning design was heralded for its innovation and unconventional concept. The Lab served to launch Nike’s multi-branded flagship store, “225 Forest.”

Services:

• Ideation

• Retail Strategy

• Environmental Design

• Brand Experience

• Store Development + Planning

• Multi-Brand Merchandising

• Visual Presentations

• Strategic Development

• Project Management

Disclaimer:

All services and representations featured and/or expressed on this project were performed and completed by George Malovrazich during the time of his employment at Hurley International, a wholly-owned subsidiary of Nike Inc. and prior to his affiliation with One Belief /Global. The information presented is solely intended to exhibit the nature of George’s work background and professional experience.