Jordan SOHO
The Jordan Brand wanted to make Nike Soho a showcase for their best initiatives and asked Plastic Sunshine to level up their retail footprint in New York.
With Jordan’s “Unbannable” launch we reintroduced the shoe that commemorates the time when the NBA tried to ban MJ from wearing his signature shoe on-court. Of course, Nike paid the fines, and history was made.
Continuing the story with the Rare Air launch, Jordan needed to create a moment in the Soho store that could highlight the footwear and the detailing that makes it come to life.
The launch of Jordan’s Rare Air was more than just a retail initiative, it was also a curated media event. With some of the most influential media partners in the sneaker world attending, Jordan needed to create an experience that would tell the story of the Rare Air product in an intuitive and visually compelling way.
Air Soho
The Nike Soho store is one of the most prominent flagship stores in the Nike fleet and for Jordan, this is a must-win location. Jordan asked us to re-think their retail strategy and come up with a more impactful, and modular approach that would help drive sales, but also enable them to do more in the space.
With Unbannable, we set the direction within the context of the Jordan Global VC and created a much bigger moment for the brand. By occupying more of the vertical space, and embracing a 360 degree merchandising plan, we were able to make a small retail pad look, feel, and function more like a proper Initiative Zone.
Building on the success of Unbannable, we adapted Rare Air to this new structure, and extended the experience into the trialing zone for a big media moment. We crafted the direction, finalized the design of all the fixtures and environment, then coordinated, fabricated, and installed all elements.
- Retail Design
- Fixture Design
- Retail Strategy
- Production Design
- Sketchup
- Production Management
- Fabrication
- Install Oversight
- Installation & Strike