Sportler Bolzano: A New Nike Concept in a Historic Flagship Store

Redesigning the Nike corner in the heart of Via dei Portici

Sportler is a sports retail chain widespread throughout North-East Italy, with its flagship store located in Bolzano, on the historic Via dei Portici. Within this store, the project focused on a complete refurbishment of the Nike corner, giving the brand a new identity across three dedicated areas: women’s sportswear, men’s sportswear and women’s running.

Rather than treating each area as a separate intervention, the design connects them through a shared architectural language, so that customers moving between the women’s, men’s and running sections experience Nike as a single, coherent world within the wider Sportler store.

A flagship on Via dei Portici

Being the chain’s flagship location, the Bolzano store called for a Nike corner able to represent the brand at its strongest. Stone columns and existing architectural features of the building were kept in view, allowing the new Nike displays to sit within the historic character of Via dei Portici rather than covering it over.

Three areas, one coherent identity

Women’s sportswear, men’s sportswear and women’s running each occupy their own section of the store, defined through wall displays, freestanding tables and mannequins positioned on raised wood platforms. Warm wood flooring and finishes run consistently through all three areas, tying them together visually while still allowing each category to be read clearly.

Sculptural ceilings that mark each zone

Above each area, sculptural lit ceilings in different tones, from warm gold to cool blue and violet, help customers orient themselves as they move through the store. These lighting features act almost like a wayfinding system, signaling the transition from one Nike category to the next without the need for additional signage.

A dedicated corner for training

A specific corner was designed around Nike’s training offer, complete with gym rings, footwear displays and a table dedicated to the Nike Metcon collection. This area brings a more athletic, hands-on character to the store, reinforcing the connection between the product on display and its actual use.

From Sportler Bolzano to our approach to retail design

The Sportler Bolzano project reflects how VANDA designs brand corners within existing multi-brand stores, building a distinct identity for Nike while respecting the architecture and character of the host location. This balance between brand expression and context continues to guide our retail design work for sport and fashion brands across Italy and Europe.