Ace of space: Nike reaches a fresh Pinnacle

‘This is a lifestyle collection we originally made for our top-tier athletes, but we wanted to be able to give that same elite offer to our consumers too,’ says Nike sportswear creative director Phil Dickinson.

The pop-up space will screen tennis matches, and Nike contracted arts directive RART to design an experience in which customers could have a design consultation resulting in a personalised design of one of 200 limited-edition polo shirts.

Selling the new Pinnacle line in a famous luxury department store space with different attractions is a great way to highlight the collection’s message, and to draw customers to the space.

For more about the future of retail, read our Beyond Retail macro trend.