Key features

• Premium execution in line with Nike and Selfridges brands
• Creative concept flowing into every element of concession
• Managed multiple stakeholders
• Very successful commercially

After many years of selling apparel and footwear in Selfridges, Nike were given a concession. We were tasked with designing the space.

As our inspiration, we worked with the Nike heritage phrase ‘there is no finish line’.

To bring this to life, we filled the space with muted greys and threaded a single yellow line around and through product displays. The line had no visible beginning or end and referenced movement, court markings and Nike’s continuous push for innovation.