Nike Women AW Lab | Milan, Corso Buenos Aires

NIKE WOMEN AW LAB | MILAN, CORSO BUENOS AIRES

Shop-in-shop design · Fixture design · Art direction · 30 sqm

The Nike Women AW Lab Milan Corso Buenos Aires corner is a retail design project developed by VANDA in 2017, inside one of the city’s busiest commercial streets. Thirty square metres designed to communicate with precision in a compact space, without sacrificing visual impact.

Nike Women AW Lab Milan: the project

The project reinterprets the concept developed for Rome, adapting it to a smaller footprint with an even more focused approach to display clarity. The space is organised around a wall shelving system for footwear, apparel rails, and a central table display that serves as the focal point of the layout.

Nike Women identity

The neutral colour palette of the fixtures gives full visual priority to the Nike product, while mannequins on plinths guide the reading of the space and immediately communicate the identity of the women’s line. The corner integrates coherently within the AW Lab environment, maintaining the recognisability of the Nike Women brand without competing with the rest of the store.

A smaller footprint, the same precision

Working within a reduced surface calls for sharper choices: every element needs a precise function, with little room for superfluous solutions. This essential approach became an asset for the Corso Buenos Aires corner, which communicates with the same strength as the Rome project while occupying half the space.

Consistency with the Rome version

Despite working on a footprint half the size of the original Rome corner, the Milan project keeps the same palette and visual communication system. This consistency lets the brand stay recognisable regardless of the city or the size of the available space.

Related projects

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

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