OVERVIEW
Jordan Brand set out to elevate its presence inside Nike Soho—one of the most influential flagship stores in the fleet—and asked our team to reimagine the retail experience with a more impactful, 360-degree merchandising approach. We developed the creative direction, refined fixture and environmental design, and oversaw fabrication and installation to transform a small retail footprint into a fully realized Initiative Zone. This new structure brought greater storytelling power to key brand moments and enabled a series of standout initiatives, including the “40 Years of Greatness” campaign.