NIKE CONCEPT STORE | Concept

A Line That Becomes Space

This concept for a Nike store in Turin takes movement as its starting point. A single yellow line runs through the whole project: it traces the trajectory of a skateboarder in an action sport shot, then becomes a route across a map of the city, and finally turns into the wayfinding line that guides visitors through the store’s floor plan.

The same line reappears as an abstract, maze-like pattern, translating the energy of sport into a graphic language that can be read at every scale of the project, from the urban map to the smallest architectural detail.

From Graphic Concept to Retail Space

In the axonometric views, the yellow line becomes physical: a structural framework that holds spotlights, clothing rails and shelving, organising the space into a sequence of modular units. Mannequins and product displays sit within this yellow grid, which doubles as both architecture and signage.

The concept closes on an illuminated Nike sign paired with a textured yellow surface, bringing together the store’s identity and its material palette in a single image.