Nike

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. For the launch of Sabrina Ionescu’s first basketball shoe, court lines cut through fixtures, run up walls, and define architectural scale partitions and flooring.

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 the innovation of Sabrina’s iconic basketball shoe.