A Colorful Concept for Nike Women
Located in the heart of Milan, the AW Lab store on Via Torino presents a unique concept dedicated to the Nike Women line. Designed by VANDA, this space stands out from other Nike AW Lab projects for its bold use of color, flexible layout, and fresh visual identity, aimed at a young, urban female audience.
A Playful and Contemporary Look
The store features a single, open-plan retail environment. The interior design plays with pastel shades and powder-coated metal structures to create a vibrant, light-filled atmosphere that departs from Nike’s typical performance-driven aesthetic.
All furniture elements are on wheels, allowing for a completely modular and reconfigurable layout. Wall-mounted perforated metal grids, combined with integrated lighting, deliver a rhythmic and graphic visual effect, highlighting both product and negative space.
Focal displays — like the sneaker wall or featured t-shirts — are designed as Instagrammable moments that invite social sharing and engagement.
Details that Tell a Story
Each element contributes to a layered narrative: books, plants, custom props, and visual cues offer a curated Nike experience that blends fashion, identity, and storytelling. Lifestyle posters and the refined color palette reinforce the emotional connection with the target audience.
A Tailor-Made Project Built to Evolve
AW Lab Via Torino is a smart example of temporary retail design with a lasting impact. VANDA managed the concept, technical drawings, and creative direction, delivering a modular, fast-execution retail format — visually bold and easy to replicate or adapt in other locations.
