Nike needed to reconnect with Italian female consumers by creating a retail experience capable of:- amplifying the connection between performance and style.. generating word of mouth.- allowing consumers a true interaction with the brand.

- presenting Nike products by "looks" and not by isolated worlds (mix&match).- increasing its offer through an intense co-branding and story-telling activity.

FutureBrand has transformed the existing space by overlaying a new skin acting both as an installation and as an exhibition media: 5,000 meters of black and pink technical fabric have been used to wrap the spaces and change their dynamic in a most flexible way.Exhibition areas and lightboxes dramatise the S/S 11 Nike collection items, while shipping crates host memorabilia describing sports and its values.Illustrations cover the walls and accompany visitors through the rooms, a picture exhibition by Skye Parrot show the energy and beauty of young women playing sports.

The new concept is an extraordinary creative way to give new life to an impressive location. Every detail tells about the product’s main features in an unexpected way. The altered use of space has changed the way volumes are perceived, while the Nike brand values live in every single element.