NIKE FOOTBALL CORNER | SPORT 85 ROME

Shop-in-shop design · Fixture design · Prop design · Construction management — 50 sqm

VANDA’s first project for Nike. A fifty square metre football corner at the entrance of Sport 85 in Rome, positioned strategically next to the main window display to capture the customer before they even step inside the store.

The brief was precise: create an immersive space dedicated to the world of football, capable of standing out visually from the rest of the store and communicating Nike Football’s identity with the same force as a flagship, within a shop-in-shop format.

The project

The corner is structured around a system of dark panels featuring the shields of national football teams, Brazil, England, Portugal, Italy, that create an immediate narrative perimeter. You are not buying a shirt. You are entering the world of international football.

The original Nike fixtures were integrated with custom elements designed and produced specifically for this space: dark wood and metal shelving, display tables with wooden tops, clothing racks that optimise display capacity without sacrificing visual clarity.

The synthetic grass flooring is the most immediate and most effective design choice: the moment a customer steps into the corner, the football pitch is already there. The connection between product and sport happens physically, before it happens rationally.

Shop-in-shop as total experience

The challenge of a corner within a large multi-brand store is to create a perceptible boundary without physical barriers. The customer must feel they have entered a different territory even without walls or doors to mark it.

We achieved this through the combination of three elements: a change in flooring, a change in colour palette, a change in display height and density. The Nike Football corner has its own visual identity, its own rhythm, its own brand grammar, coherent with the Nike DNA but distinct from the rest of the store.

Client: Nike / Sport 85 Location: Rome Year: 2015 Surface: 50 sqm Scope: Shop-in-shop design, fixture design, prop design, construction management Studio: VANDA Designers

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