Nike Lab c/o Virgil Abloh
Hailed by Fast Company as the future of retail, my team led the strategy and execution of a new concept in collaboration with Virgil Abloh: the Nike Lab Re-Creation Center.
The project’s ambition was to challenge the status quo of retail, product, and community engagement. The space served as a perpetual community creation hub with weekly programming led by local Chicago creatives in architecture, product design, photography, and graphic identity. It was a flexible retail space with rotating product launches and a recycling center.
The local community was also invited to donate worn-out sneakers, which exceeded 11,500 pairs. These were ground into materials used to build a new basketball court, gifted to a Boys and Girls Club of Chicago during the NBA All-Star 2020 weekend.
Our Role:
Research and Strategy
Naming
Brand Identity
Brand Writing
Art Direction
Experiential Design
“My main message to Chicago youth is there’s a way out of the hood through Design. It’s not just become a sports star or look to the streets for success. It can come thru design and I want to lead that by example - Epicenter’d out of this project”.
