Nike x Pedro Lourenço (2014)
Retail concept/design/creative direction, environmental graphics, branding, collateral.
TOC was commissioned by Nike Energy Marketing to develop retail installations and branding for the launch of its first women's apparel design collaboration—a collection of sportswear developed by Brazilian designer Pedro Lourenço. Rather than adopt the standard approach to Nike retail (i.e., a signifier used to illustrate a product benefit), we sought to position the collection through the production of atmosphere. The hope was to suggest that by provoking an emotion or sensation we can promote a connection between customers and objects that does not rely on a prescriptive, rational "benefit."
Photo Art Direction