A remodel for Nike's 50,000 sq-ft flagship San Francisco store in a historic Union Square building improved the space's retail concept and consumer journey while amplifying the Nike brand beyond shoes.
Driven by sport.
Transforming Nike SF into a refreshed 'House of Sport', all of the architectural brand moments were driven by the concept of stadium environments and experiences. Integrated tech and electronics pair with immersive large-scale elements to create an experiential consumer journey in the heart of San Francisco's retail hub.
Welcome to the new Nike SF.
The entryway is a unique and multi sensory experience from the second visitors enter the store. The entry tunnel frames the escalators with over 40 perforated metal fins with color-changing perimeter lighting.
A 2-story Jumbotron is installed in the atrium across four floors to energize the experience with motion and light. The structural steel frame was prefabricated in our shop to minimize the amount of fabrication in the operational store and to improve efficiency and sequencing in the construction and install schedules.
From concept to construction.
In true stadium fashion, we engineered, built and installed the structural steel frame not only to act as support for the entry tunnel and Jumbotron, but to weave up through all five stories of the store, starting at the ground floor of the escalator atrium. This allows flexibility throughout the entire space in order to inject additional brand gestures across all floors, including banners and graphics.