In 1987, Tinker Hatfield merged avant-garde design with NASA technology to bring the Air Max to life — three decades later, the groundbreaking athletic shoe has blossomed into an iconic symbol of street fashion. Inspired by the innovative and controversial “inside out” design of the Georges Pompidou Centre in Paris, the Air Max forever changed the game, reshaping the archetypes of contemporary footwear design.
Born from the rich history and heritage surrounding the Air Max line, NikeTown NY’s series of celebratory installations were dynamic caches of sneaker lore; the first, an explosion of colors, shapes, and textures unmistakably tied to Hatfield’s iconic designs. Display cases adorning the walls functioned as both a time capsule and storybook, taking consumers on a neon-lit journey through decades of evolution and reinvention.
Switching gears from the “history lesson” ethos of the first “Air Max Ultra” installation, the second and final “VaporMax” makeover gave rise to a polished, modern retail environment — a departure from the preceding design’s vintage aesthetic. Assembled over the course of two days with a crew of 16 satis&fy specialists, the VaporMax installation echoed the Air Max line’s enduring, inventive spirit — embracing the elements of composition that forge the Air Max of today. Timeless, elegant, and always on the precipice of tomorrow.
Nike recognizes the cultural impact of sports extends far beyond recreation and entertainment — they believe in the potential for athletics to function as a vehicle for social equality and a driving force behind positive change in our communities. These core beliefs were the groundwork for Nike’s EQUALITY initiative: a call to action that challenges and inspires people to “take the fairness and respect they see in sport and translate them off the field.”
Leading by example, the EQUALITY initiative follows Nike’s recently announced partnerships with MENTOR and PeacePlayers International and took place amid the brand’s annual Black History Month (BHM) series of releases.
Taking cues from the imagery that fueled EQUALITY’s campaign, a team of satis&fy’s best transformed NikeTown NY’s retail space into a powerful visual statement, rich with striking portraits of athletes and bold typographical messages. Exclusive EQUALITY and BHM apparel entombed in gold and black product cases popped against glowing VC-Grid pixel controlled displays — finished to perfection with a smoky, mirrored surface.
At the installation’s heart, an evolving digital tower built from the portraits of both consumers and cultural icons — snapped in a nearby photo booth and delivered in real time — served as a shining beacon of solidarity and inclusiveness while providing guests with a unique, printed takeaway.
At satis&fy, our commitment to diversity, equality, and inclusion is a big part of who we are, and we’re honored to have played a hand in a project that so diligently reflects our beliefs.
Inspiring athletes to push their game to the next level, our latest installation at NikeTown NY embodied Nike’s “UNLIMITED” ethos on all fronts. A showcase of the brand’s latest innovative footwear, the installation called upon a 30-person satis&fy crew—over the course of 5 nights—to deliver a dazzling visual message that gave a nod to the world’s top Olympians and the sports they dominate.
Seizing the opportunity to craft an attention-demanding centerpiece, our specialists put their skills to the test, giving way to a hulking 20’ wide by 40’ tall LED wall and a series of chromed hanging mannequins, suspended in action and ascending 4 levels of the retail space’s refreshed sleek, metallic interior. Breaking the futuristic apparel’s design down to a science, custom lightboxes highlighted the technical specifications of the groundbreaking footwear, loaded with exploded models and conceptual diagrams—a perfect addition to the build’s otherworldly, mirrored display pedestals and carefully curated ambiance.
Always defy, never comply. This is the foundation of Jordan’s legacy.
In 1996, Michael Jordan teamed up with an unlikely cast of animated heroes to champion the intergalactic basketball game of a lifetime, all while creating an iconic, box-office hit in the process. To many, Space Jam isn’t just a basketball film, it’s a name synonymous with nostalgia – and Nike’s latest series of retail installations in New York, Chicago, and San Francisco undoubtedly emanated nostalgia.
If there was ever a doubt, the magnificently suspended, glowing 15’x15’ Jumpman logo above NikeTown NY’s atrium makes it clear: you’re in Jordan’s territory now. Below, otherworldly display pedestals – comprised of 3D moonrock inserts, acrylic bases, and impeccable lighting – pay homage to the film’s galactic atmosphere. The already impressive NikeTown NY LED wall was pushed to its limits, expanded and primed to accommodate Space Jam and Jordan-branded video content.
Outfitted with a pair of light boxes, flanking a striking infinity-mirror display (compliments of our R&D team’s recent efforts), the building’s East Pavilion showcases authentic pieces of Space Jam lore and the current product line offered in celebration of the film’s 20th anniversary. In the building’s exterior displays, wheat pasted graphics frame both an illuminated backboard and flawlessly fabricated moon.
Cheers to 20 years, Space Jam. Thanks for having us on board.
photos by Dorothy Hong
Shopping was yesterday – experiencing is tomorrow. Nike once again changes the game, sprinting into new realms of sports retail with the launch of its groundbreaking five-story, 55,000-square-foot retail space in SoHo. Undoubtedly a store of the future, Nike set the standard for all interactive retail installations to follow with an intoxicating array of technology infused experiential Trail Zones focused on maximizing consumers’ performance, while simultaneously offering an unparalleled level of personalized shopping experience.
Upon approaching the store, visitors are immediately greeted by high-tech accents: glimmering LEDs imparting movement on the building’s façade and the underside of the first floor’s escalator, foreshadowing the immersive digital content to be found inside the giant’s walls.
Taking cues from the successful VR technology behind Jordan’s “Last Shot” experience back in 2015, the brilliant minds at Nike repackaged the experiential trial zone into a bite-sized, retail-focused rendition. Complete with a Kinect sensor-integrated half court to capture and analyze personal performance, the Nike+ Basketball Trial Zone instantly transports consumers to iconic NYC playgrounds – courtesy of the massive displays adorning the walls.
Nike Running aficionados were not left out of the equation; athletes at the new SoHo footprint are offered the opportunity to put new Nike footwear through its paces atop a digitally-infused treadmill – an experience only previously seen during Nike’s “Forces of Nature” event at NTNY and the 2016 Olympic Track and Field Trials; we were lucky enough to support Nike on both of these projects. Runners are treated to real-time performance data while blazing through trails in iconic Central Park.
Beneath a series of intricate 3D-printed mannequins – seemingly suspended in time – the Nike+ Soccer Trial Zone plays host to 400-square-feet of synthetic turf, and a series of one-on-one training sessions with in-store professionals. Keeping true to their mission statement, Nike helps athletes step up their game by saving individual training results from each session.
An installation of this magnitude calls for the best team in the business – and we were there to answer the call. With teams from four international satis&fy branches, 10-30 crew members on site daily, and a month of hard work – we’d couldn’t be more proud of the result.
When consumers walked through NTNY’s doors on the morning of the new Mercurial Superfly V’s launch day, they found themselves catapulted into a retail space solely dedicated to the philosophy of fast.
A true testament to the technical abilities of our lighting designers, this installation called for over a mile of pixel controlled LED tape, thereby transforming the Mercurial’s explosive color palette into vibrant visuals.
Our team of engineers built a towering 40’ wide and 38’ tall high-gloss backdrop for the installation’s overwhelming visual centerpiece: a 15’ Formula One car flown upside down.
According to Nike Football Design Lead Jeongwoo Lee, the new Mercurial was designed holistically to guarantee “a true speed system, where all of the materials interlock to produce the most efficient package possible”. Echoing this design ethos, it took a team of satis&fy specialists to interlock talent and know-how in order to proficiently set the stage for the fastest boot in football.
An event of undeniable historical significance - for America’s premier athletes and Portland’s satis&fy team alike - Nike’s footprint at the U.S. Olympic Track and Field Trials in Eugene, OR called for a hands-on consumer experience of unmatched ingenuity. Stepping foot into the three interconnected igloo shaped domes, visitors were invited to live and breathe Nike’s rich history in the world of running – in addition to breaking a bit of a sweat atop a futuristic treadmill.
Visitors partaking in the Nike specialist lead consumer journey, marveled at the two iridescent honeycomb shaped sculptures centered in the “Innovation Dome”. Built by our skilled craftsman according to Nike’s design, these customized pieces were inspired by the 3D printed spike plates found on the bottom of the Nike Zoom Superfly Flyknit - an exclusive one off design, engineered together with Gold-medal winning American sprinter Allyson Felix to help her repeat her success back in 2012.
The pinnacle of the installation - the interactive “Footwear Trial Dome” - gave consumers an opportunity to put their own running skills to the test. After strapping on a fresh pair of Nike’s new LunarEpic Flyknits, consumers were invited to board their designated treadmill where they were instantaneously catapulted into an immersive virtual reality running experience, racing against one another, as well as, Olympic record holder Evan Jager.
In collaboration with MIT’s Center for Collective Intelligence, Nike called upon industry influencers (designers, climate experts, materials specialists, and more) to announce a four-month long materials contest that aims to unearth some creative solutions to change the way our society values and uses fabric and textiles.
Our design for the meeting space inside New York’s Glasgow Caledonian University was developed to match the inventive spirit of the occasion, infusing excitement and energy in typical Nike fashion. Bold accent colors popped dramatically against a visually stimulating monochromatic backdrop while prominent vinyl lettering served to deliver powerful messages that tied seamlessly into the ideology of the competition.
The reoccurring message and theme behind Nike’s first Global Merchandising and Sales Leadership Team meeting inside Portland’s Leftbank Annex was “One Team”—a message we were brought on board to help deliver both visually and creatively.
With an added importance on consistent and prominent Nike branding, massive floor-to-ceiling banners within the venue and an impressive collage of eclectic Nike imagery waited to greet guests at the entrance. Presentations were delivered from a fully outfitted audio and video enabled stage while attendees kicked back in premium, plush seating options that oozed luxury + style.
New York winters are notorious for being tough—especially for the thousands of skateboarders forced to trade in their decks for umbrellas during the frigid, damp season. Looking to change the game, Nike SB called upon a New York-based satis team, LAND-SEE, and renowned skatepark designers, California Skateparks, to help athletes escape the winter.
Located in Williamsburg, Brooklyn, the reclaimed warehouse space was transformed into fully SB-branded skatepark, designed to accommodate a series of Nike athlete-led skate sessions, show off current product lines, and provide an unparalleled indoor skate experience. Complete with full AV functionality, multiple furnished rooms, revamped plumbing, and an overhaul of the electrical infrastructure, the reconstruction of the warehouse resulted in a nearly unrecognizable, premium consumer space that drew attention from media and skateboarding devotees around the world.
Located on 135 Bowery in New York City, the ‘Hike Nike NYC’ pop-up shop functioned as a unique, multi-purpose temporary installation, both showcasing the upcoming line of ACG gear and serving as the trailhead for a series of Nike-led hikes through the urban jungle.
Brimming with classic Nike imagery (reimagined by renowned, LA-based artist Steven Harrington), the pop-up shop’s aesthetic was a sublime marriage between the warm, rustic feel of a wooden cabin and the often bizarre, psychedelic creative direction Harrington fans have grown to love and expect.
From the building’s façade to the backdrops of merchandising tables, the seamless integration of LCD video technology into the clean, futuristic atmosphere of the retail space added another depth of dimension to the installation, taking consumer engagement to the next level and allowing for breathtaking visual transformations at the drop of a hat.
With a focus on cosmic imagery, the sights and sounds of the environment could only be described as immersive. From the custom display cases and light boxes spattered with glowing stars and brilliant lighting, to the eye-catching, mirrored surfaces surrounding concept boards from Nike designers themselves, it was impossible not to get lost in the atmosphere of the space.
Nike’s official ‘Air Max Day,’ introduced in 2014, is an annual holiday falling on March 26th that celebrates one of the brand’s most iconic pieces of footwear—not to mention several special releases in select cities to commemorate the day.
Minimal, imaginative, and heavily reliant on a pastel palette, our installation inside NTNY was a look into the minds and visual branding of Nike’s HTM crew, the creative visionaries behind the holiday’s limited Air Max releases. The trio—consisting of legendary designers Hiroshi Fujiwara, Tinker Hatfield, and Mark Parker—aim to amplify new innovations, reinvent existing designs, and dive into unexplored depths to take the Nike brand to new places—a vision we’ve captured through Rube Goldberg-esque machinery and whimsical contraptions ingrained throughout our installation.
We welcomed Nike’s fresh line of Pro gear with a high-contrast, two-part installation inside NTNY that represented the innovative, heat-regulating technology found within the athletic apparel.
In order to keep true to the new line’s ethos of "superior movement in all conditions," we ensured that the installation’s initial "Therma-Sphere Max" aesthetic referenced warmth and included design elements based on the body heat.
To tie the installation together, satis&fy engineers developed a unique, interactive feat of engineering that provided visitors with an unforgettable experience within the retail area—a modified Kinect controller that tracked visitors’ thermal image and displayed it across a series of massive, frameless LED screens mounted on the walls.
However, Nike’s Pro line isn’t simply about keeping you warm while braving the elements—it’s about utilizing multifaceted technology that evolves and adapts with your body’s temperature to keep you comfortable and cool while working up a sweat. Our update to the existing Therma-Sphere Max installation inside NTNY was designed with a specific goal in mind: visually represent the dynamic qualities of the innovative sportswear line.
We took a departure from the warm colors and motifs used in the previous weeks and welcomed Nike’s Hyperwarm line in the coolest way possible—an overhaul of the existing installation’s background with a custom ice block facade and a new spin on the vibrant lighting to completely change the mood of the space.
Photos by Dorothy Hong + Thomas Schacht
Aiming to recapture a bit of the youthful fortitude that once allowed us to brave frigid temperatures in the name of fun, we partnered with Nike to launch an installation that went hand-in-hand with the brand’s #GetOutHere movement—a star-studded marketing campaign that played host to a contest challenging athletes to conquer winter.