Nike's iconic swoosh symbol and airbag technology informed the bubbly, slumped glass facade that encases the sports brand's new flagship store in New York City.
The design team at Nike transformed a 68,000-square-foot (6317-square-mere) building at 650 5th Avenue, on the corner of 52nd Street, into the store called Nike House of Innovation 000.
The American brand closed its main NikeTown outpost in Midtown to focus on the new store, for which it seized the chance to experiment with its architectural style, according to Andy Thaemert – senior creative director of global store design at Nike.
"We had the opportunity to do that at a scale that's rarely seen," Thaemert told Dezeen during a private tour of the flagship on 31 October 2018.
Thaemert, who led the Nike flagship project with the brand's chief design officer John Hoke, said that one of the main aims of the project was to distinguish it from the surrounding concrete structures in the busy shopping district.
"It's really a concrete canyon, it's really dense and heavy," said Thaemert. "The mission to disrupt, to distort, in a playful appropriate manner set the foundation of how we started to do the design."
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