Nike’s Flatiron store in New York City was more than a retail space—it was a neighborhood hub, an energy mirror, and a place to translate Nike’s global presence into something distinctly New York. My role focused on the early concept development for the store’s visual identity, helping define a graphic language rooted in the physical structure and cultural energy of the city itself.
This wasn’t about pushing a new product—it was about framing Nike within the raw, gridded, kinetic logic of Manhattan.
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Visual Identity System
We drew inspiration from the architectural grid of NYC, using sharp alignment, intersectional layouts, and layered geometry that echoed crosswalks, scaffolding, and subway lines. The textures came from the street—grit, asphalt, steel, and shadow. Everything was designed to feel lived-in, fast-moving, and real.
Typography was strong, stacked, and directional—mirroring street signage and municipal scale. Color concepts balanced Nike’s core black and volt tones with materiality found in the environment: oxidized metal, worn concrete, glare, and reflection.
Design System Principles
The system celebrated contradiction—structure vs. motion, cleanliness vs. chaos. We explored compositional frameworks that referenced borough maps, transit grids, and the vertical compression of high-density living. The Flatiron District became more than a location—it became a design grid.
Every visual element was built to respond to place. This included in-store motion treatments, digital modules, and wayfinding systems that reflected urban tempo and spatial rhythm. The identity had to breathe the same air as the city outside.
While the execution evolved downstream, our conceptual work laid the foundation for how the store would speak visually. From localized merchandising zones to hyper-specific graphic overlays, the system was designed to flex for campaigns while remaining rooted in neighborhood identity.
