Nike Running @ The Corner, New York

CONCEPT: Nordstrom’s Corner, a space hosting temporary pop-ups inside the department store’s New York flagship, recently hosted Nike (Beaverton, Ore.) for a body-inclusive, community-focused pop-up called Nike Running @ The Corner.

1. Strike a Pose
   Mannequins of different body sizes with realistic muscle tone and curves created an inclusive environment, a primary focus of the campaign. “We want Nike Running @ The Corner Nordstrom NYC to be our love letter to runners: a celebration of movement, mindset and personal style,” says Olivia Kim, SVP of Creative at Nordstrom (Seattle).
2. WITH FLYING COLORS
   Red, pink, beige and silver tones made up the interior color palette lending to the energizing atmosphere. Product was mostly set against neutral beige walls and metallic fixtures were used as a nod to NYC’s industrial architecture. Vibrant shades of reds and pinks found in the seating, plush carpet and graphics added fun pops of color.
3. IN THE LIGHT
   Bright, cool-toned lighting was diffused throughout, with lightboxes doubling as a visual background for athletic wear and other merchandise. In other sections of the pop-up, Nike’s running shoes were showcased in lightbox style displays that made them appear to be levitating.
4. RUNNING THE RUNWAY
   A runway displaying posed mannequins bisected the space and was shaped in a curve to mimic the iconic Nike swoosh logo. Throughout the pop-up, Nike swooshes were hidden in fabric and on fixtures for guests to discover.
5. MAKING AN ENTRANCE
   Nike’s new marketing campaign was integrated into the pop-up, including its styling of black backgrounds with vibrant pops of reds and pinks. As a part of the brand campaign, community-focused events at The Corner activated NYC’s runners – including morning running groups and stretching sessions led by professional coaches.