NIKE | LA RINASCENTE | Retail Design

A retail refit inside La Rinascente Milan

Inside La Rinascente department store in Milan, Vanda Designers carried out a refit of the Nike corner, focusing specifically on the induction area that welcomes customers into the space. The intervention was conceived not simply as a display point but as a genuine internal shop window, able to capture attention from a distance and draw visitors toward the rest of the store.

Nostalgia for a Parisian basketball court

The starting point of the project was the atmosphere of an outdoor basketball court in the 9th Arrondissement of Paris, a reference that guided every choice made throughout the space. This suggestion translated into a scenography built around sport and street culture, giving the corner a narrative identity beyond the simple presentation of products.

A 90s mood in fluorescent colors

The induction platform was designed around a 90s suggestion, expressed through fluorescent colors that immediately catch the eye upon entering the store. This vibrant palette, dominated by a bright pink base, contrasts with the more neutral tones of the surrounding retail environment, making the Nike corner instantly recognizable within La Rinascente.

Mannequins dressed for the court

Mannequins positioned on the platform wear sport outfits that recall the aesthetic of the period, completed with sneakers, socks and accessories consistent with the basketball theme. A basketball backboard placed on the wall reinforces the sporting narrative, transforming the induction area into a small stage where fashion and sport meet.

Props that complete the scene

Alongside the mannequins, elements such as a basketball and a portable tape stereo were included among the props, adding further detail to the 90s reference and making the installation feel like a scene taken directly from that era. These objects, together with the fluorescent lighting, contribute to building an immersive experience rather than a purely commercial display.

A vibrant new focal point for the Nike corner

The result is an induction area that functions as a true internal shop window, capable of communicating the identity of the Nike corner within La Rinascente at a glance. Through color, scenography and carefully chosen props, the space translates a precise cultural reference into a retail experience that remains coherent with the overall design of the store.

Related projects

Discover also the Nike Women AW Lab and Nike City Ready projects.

Related projects

Discover also the Nike Women AW Lab and Nike City Ready projects.