For the launch of Sabrina Ionescu’s first basketball shoe, Nike Soho was transformed into a multi-dimensional, abstracted basketball arena that speaks to the movement and versatility of Sabrina’s game – she can do it all, anywhere on the court. Court lines cut through fixtures, run up walls, and define architectural scale partitions and flooring. These elements all coalesce together at the back of the store, creating a focal point hero moment where a mannequin display, large scale digital imagery, and product is displayed. It also creates a cohesive flow through the store, a linear consumer journey with clear sight lines.

At the center of the store, a metaphorical “half court” is placed where scaffolding bleachers combine seated MQs, FW display, and seating. This multi-purpose fixture invites the consumer to try-on the Sabrina 1 while positioning them towards a “behind-the-design” table to learn more about it.

Brand Experience Design Lead, Nike Soho, Fall 2023.

Design Team: Blair Cooper, Marina Hartzell Gallegos, Chris Campbell. Producer: Kara Cederberg, Henry Seamans, Santy Wang. Fabricator: Upgrade. Photography by Dorothy Punk