A store which behaves like a product.

Nike wanted a Berlin flagship which did more than hold inventory. A physical store carries a fraction of the range and none of the depth a customer can reach in ten seconds on a phone.

The brief was to make the shop floor the better place to be. Not by adding screens for their own sake, but by connecting what is in the room to everything which sits behind it.

Observation first. Where people stop, what they pick up, what they ask staff, and where the visit stalls. Each installation was placed against a specific moment rather than against a floor plan.

The rule was that no installation exists on its own. Each one had to reach the stock system and the content system behind it, or it becomes an expensive poster.

The endless aisle kiosk runs on a 65-inch touchscreen, extending the range far past what the room can hold, with mobile payment at the point of decision. The interactive wall carries multi-touch content and live sports feeds. The product table reads RFID tags, so picking up a boot brings up its story.

All three connect to Nike’s ERP and content management systems, so stock and story stay true without anyone updating a screen by hand. The set was built as a modular retail toolkit, which is what lets a format travel to another city rather than be rebuilt there.

The installations carry over 1,000 interactions a day across the store. That number matters more than footfall, because it says people chose to use them. The work was recognized with a Gold Annual Multimedia Award, an Adobe Cutting Edge Award, a Webby Award, and both the Eurobest Innovation and Eurobest Interactive Awards. Sales performance belongs to Nike and is theirs to report.

Record. A founder’s track record, not studio work. Led by a Formist founder in prior practice.

Client. Nike, Berlin flagship.

Discipline. Retail experience · connected installations · systems integration.

Why it is here. Because it is the clearest case of digital and physical built as one system rather than as two budgets.