Nike · Flagship retail, digital and physical as one

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 observation kept producing the same rule: a screen which does not reach the stock system and the content system behind it is an expensive poster. The value is not the screen. It is the connection.

The bet: put each surface exactly where a visit stalls, and wire all of them to the same systems behind the store. The endless aisle where the range runs out, the wall where the story lives, the table where a boot asks its question.

The defined experience makes the floor the better place to be: the range reaches past the walls, the story arrives at the product in hand, and payment happens at the point of decision rather than the queue. The store behaves like one product, and the room is its interface.

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. Nike, Berlin flagship.

Work led by Formist’s founders in prior practice.

Discipline. Retail experience · connected installations · systems integration.

The point. Most retail splits the screen from the store into two budgets. This was built as one system.