NIKE WOMEN AW LAB | Milan

Concept design · Interior design · Fixture design · Prop design and production · Construction management — 60 sqm

Most Nike stores speak loud. Black surfaces, technical materials, compressed athletic energy. This project chose a different register.

For Nike Women inside AW Lab on Via Torino, Milan, we deliberately broke the brand’s visual vocabulary. Sixty square metres in the heart of the city, an audience of young urban women moving seamlessly between workout and lifestyle: the project called for lightness, not intensity.

Pastel as strategy

The palette — coral pink, mint green, sunshine yellow, soft lavender — is not a decorative choice. It is a positioning. These colours communicate fashion sensibility while maintaining brand optimism. They feel young, accessible, far from the aggression of a traditional performance environment.

Microperforated metal panels, painted wood modules and integrated LED structures maintain chromatic consistency while adding textural variation. The space photographs exceptionally well — no minor detail for a social-native target demographic.

Everything moves

Every fixture runs on industrial wheels: shelving units, clothing racks, shoe modules, display tables. The entire layout reconfigures in hours. New drops, seasonal transitions, activations: the store team handles everything with no construction work, no closure.

The mobility is not only operational. The coloured modules with their lit frames become protagonists of the space — and every repositioning generates new sightlines, new angles, new stories.

The Dea Nike

Among the props selected and produced for the project, the Dea Nike with its fuchsia swoosh is the focal point of the installation. Not a decorative element, but a narrative landmark: it anchors brand identity in the space while breaking with its usual aesthetic.

A world, not a store

Books, plants, graphic objects, lifestyle photography: we built a context, not just a display. Customers do not simply shop — they imagine themselves inside a universe. In sixty square metres, every centimetre tells something.

VANDA has extensive experience in retail design for international brands: from the GameStop flagship in Milan to the North Sails flagship in Saint Tropez, every project begins with a clear spatial strategy and uncompromising execution.

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