Nike Maxims Pre Hall
Front and center on the Nike campus is Prefontaine Hall, a space dedicated to telling Nike brand stories. Nike asked us to reimagine the space and celebrate the Maxims, Nike’s undeniable set of values that has helped propel them forward for over 50 years.
The entry, reimagined as an immersive tunnel, guided visitors through Nike’s history, innovation, and defining moments through artifacts and stories — the goal being to create a powerful introduction to the brand’s ethos.
The journey continued into the rotunda, where the Winged Victory statue stood as a symbol of ambition and progress. Around it, imagery of modern athletes paired with Nike’s Maxims showed how core values were lived through movement, mindset, and action.
The experience culminated in a mirrored space where employees could see themselves reflected in Nike’s Maxims and behaviors—both literally and figuratively—followed by a final moment at the Maxims wall, where they could leave messages, sign their names, and contribute to a living expression of team and purpose.
From initial concept through final install, our team led every step of the process — designing, rendering, fabricating, and bringing the full experience to life.
Pre Hall has been in continual use for nearly 30 years, so transforming that space to create a new, unexpected experience was one of the biggest opportunities of the project.
"Thank you very much for the partnership on Pre Hall. I appreciate all you and your team have done to get us to such a beautiful build. It's getting such great feedback and it's stunning. I love how we pushed the boundaries and thought differently this time."
-Nike Global Director of Communications & Employee Experiences
Winning as a Team
Part exhibit, part experience, the Maxims installation at Pre Hall created an unexpected moment on the Nike campus. Our team concepted the space, designed the journey and built the entire experience. From the grand rotunda to the individual vitrines, everything in the space revolved around bringing the storytelling of the Maxims to life.
Our team imagined an immersive journey for Nike’s employees to connect themselves to everything Maxims. Starting with the past, we showcased historical stories within the entry hall to tie the Maxims to these key moments. The next step into the Rotunda, brings the story to the present with a display of where the Maxims are today, and resolves on the future of the Maxims with a reflection room (you are the future) and a space to leave your mark.
The Maxims have been the foundation for some of Nike’s most important innovations and victories. To make this real, we also worked closely with Nike DNA, the group that preserves all the artifacts of Nike’s history, to curate some of Nike’s most revered items for the displays.
Once the design was finalized, we set to work fabricating the experience. This exhibity was a long-term installation which influenced our materials and approach. We had to solve for the structural elements which needed engineering as well as permitting, lighting, fire codes, HVAC, and security.
The result was a transformation from a dated, well-worn space to something truly unexpected and inspiring, a perfect tribute to the Maxims!
- Concepting
- Environment Design
- Experience Design
- Graphic Design
- Production Design
- Sketchup
- Production
- Fabrication
- Install Oversight