Nike Women AW Lab | Rome, Via del Corso
NIKE WOMEN AW LAB | ROME, VIA DEL CORSO
Shop-in-shop design · Fixture design · Art direction · 60 sqm
The Nike Women AW Lab Rome corner is the first retail design project developed by VANDA for the AW Lab network in Italy. A sixty-square-metre intervention inside the Via del Corso store, conceived to elevate the Nike product within a multibrand environment without losing brand identity.
Nike Women AW Lab Rome: the project
The goal was to build a recognisable, high-impact space within an environment that does not belong to Nike. The display structures were designed for maximum flexibility, allowing the space to be reconfigured according to product category and launch calendar — adapting to the seasonal rhythms of Nike retail without requiring structural changes.
Product first
Mannequins placed on plinths at varying heights create a scenic composition that draws the customer’s eye and gives apparel the same visual emphasis as footwear. The neutral palette of the fixtures gives full visual priority to the Nike product.
The internal window
A distinctive element of the project is the internal window display: garments are presented two-dimensionally on hanging wooden panels, turning the window zone into a graphic and narrative surface consistent with the Nike Women visual language.
A scalable system
The concept developed for Rome was subsequently replicated in the AW Lab corners in Barcelona and Milan Corso Buenos Aires, confirming the strength and scalability of the design system.
| Client | Nike / AW Lab |
| Location | Rome, Via del Corso |
| Year | 2016 |
| Area | 60 sqm |
| Scope | Shop-in-shop design, fixture design, art direction, supplier coordination |
| Studio | VANDA Designers |
