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Designing Retail: Nike Stadium

In an effort to reinvent retail space and foster a community connection, athletic brand Nike started unveiling Nike Stadium locations in 2010. The locations in New York, Berlin, London, Milan, Tokyo and Paris “refresh” every few months, offering a mix of space for live performances and art exhibits, as well as a platform to increase retail awareness (Nike will, of course, find a way to push products). The ever-evolving locations provide an adaptive presentation space for design, architecture, and retail marketing.

Originally designed by architect Rafael de Cardenas, the Bowery Stadium location in New York City provides plenty of “DIY aesthetic,” de Cardenas tells Dwell. “We certainly looked at other stadiums, but this was thought of as a stand-alone project.” In the original design, de Cardenas says he used triangular boxes (some seen in the background) that stacked to become stadium seats, displays for shoes, or places to lounge during parties—a true example of the users making the space their own.

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