The Frame Awards 2020 has received almost 1,076 submissions from hundreds of design studios from over 51 countries across the globe. The jury panel for the spatial award retail category consists of internationally renowned directors from top brands. From hundreds of submissions, the jury selected our project at Nike House of Innovation Shanghai as the Pop-Up Store of the Year.
Since 2018, COORDINATION ASIA has helped Nike to create a changing curated retail experience with a series of thematic in-store installations that capture the key moments in the innovation process. These regularly changing in-store installations unveiled the outstanding retail concept at Nike’s “House of Innovation”, an experimental and experience-driven flagship store.
The curated shopping experience offers consumers a peek behind the curtain of Nike’s biggest innovation moments and creative journeys, from research to production. Thematic immersive experiences were created for three collections between 2018 and 2019, revealing distinctive stories of innovation and presenting the products in a way that catches the interlocutor's attention.
What’s presented at House of Innovation Shanghai is a series of immersive experiences carefully curated to tell the story of innovation and design. The technical details and technology behind the creation of each product are transformed into story-telling installations that not only allow consumers to understand the products from another perspective and through interaction but also engage them in the creative process.
What differentiates House of Innovation Shanghai is that the theme changes every few weeks along with featured collections and the entire space changes overnight accordingly. Each "make-over" is a new iteration of the core concept rendered into the enthralling lab-like environment. By including the backstage and design in the making, the thematic installations at House of Innovation Shanghai have created a new outlook for retail experiences.
