Nike Goddess
Newport Beach, California
Nike Brand Design

Nike repositions itself for women in a series of homey modern stores

© Hedrich Blessing Inc.

For more photos click on 'photos & drawings' above. To see the people and products behind this project click on 'people & products.'

Called NIKEgoddess, these mall-based stores are designed to strengthen Nike's relationship with female customers by featuring their footwear, apparel, and equipment. With its emphasis on a comfortable, modern environment with a residential appeal, the design presents a lifestyle rather than the sports imagery themes found in other Nike stores.

The artful interpretation of the brand is revealed in materials, colors, images, textures, and lighting in the store's environment. NIKEgoddess derives its design inspiration from the modernist style of architects such as Richard Neutra and Albert Frey. The open spaces and use of organic materials in their work were especially influential to the design team. The architecture of the store creates an atmosphere of comfort modernism in which to showcase the women's line. The space conveys the feeling of a home, rather than a commercial landscape, with residential fixtures and furniture by notable designers such as Charles and Ray Eames, Eero Saarinen, and Isamu Noguchi.

Maintaining a holistic approach, store design and merchandising were developed simultaneously, creating a harmonious relationship between product and environment. A runway in the center of the store, made of varying shades of blue mosaic glass tiles, provides a distinct entry and product presentation focus while reinforcing the store's two distinctive halves. On one side is a "boutique" which showcases products in a vignette style, using the display to tell the story about the product; while on the other side the "warehouse" provides density with a higher capacity fixture type. The color palette is neutral, using dark and light woods mixed with pale blues to provide a rich and warm yet subtle background for the clothing.

Formal name of Project:
Nike Goddess

Location:
Newport Beach, Calif.

Gross square footage:
5,000 sq. ft.

Owner:
Nike, Inc.

Design Architect:
Callison Architecture, Inc.
1420 Fifth Avenue, Suite 2400
Seattle, WA 98101
Phone: 206-623-4646
Fax: 206-623-4625

Retailer's Design Team:
Nike Brand Design
Beaverton, OR