Page 60 - RLI February 2019

VALENTINE
mumbai, INdIA
Shopfitter: INSYNc SHOp FITTINGS

The design team at Nike transformed a 68,000-square- Back on English soil, Fit-out specialist, Portview, has added
foot (6317-square-metre) building at 650 5th Avenue, on the another jewel to Wartski’s crown with the completion of a
corner of 52nd Street, into the store called Nike House of In- prestigious new showroom for the royal warranted jewel-
novation 000. The American brand closed its main NikeTown ler on St James’s Street, London. The timeless interior pro-
outpost in Midtown to focus on the new store, for which it vides an architectural narrative of the Wartski story, where
seized the chance to experiment with its architectural style. materials and fixtures have been carefully selected to pay
Thaemert, who led the Nike flagship project with the brand’s homage to the brand’s Welsh origins. The walls are clad in
chief design officer John Hoke, said that one of the main aims ribbed concrete containing jesmonite and slate from the
of the project was to distinguish it from the surrounding con- Cwt-y-Bugail quarries of North Wales, providing a glint of
crete structures in the busy shopping district. “The mission sparkle when light hits. The space has been divided into three
to disrupt, to distort, in a playful appropriate manner set the main areas: the front gallery and the arcade gallery, united
foundation of how we started to do the design.” by a three-dimensional ceiling lattice that gives a sense of
Blocks of slumped glass covering the building’s exterior flow and harmony; and a velvet lined, octagonal private sales
are traced with diagonal markings that follow the line of the room, where a portrait of Wartski’s former patron, Queen
brand’s swoosh symbol, creating a rippled effect that blurs Alexandra, takes pride of place.
views inside. The main gallery houses five showcases containing works
“We looked into motion and architecture: the body in by Carl Fabergé on the left, while a jewellery counter and
movement, being lighter and leaner,” said Thaemert. “That two cases housing silver and enamelled works of art are
idea around speed, blur and motion was the narrative idea located on the right. Wartski theatrically creates moments
that we had in our heads as we started to think about the of surprize and spectacle, when wall mirrors slide open to
building’s skin.” reveal secret wall panels displaying further wonders inside.
The individual bubbles that appear across the facade are “Every single fixture, fitting and finish has been carefully con-
a “loose abstraction” of Nike’s airbag cushions, used in the sidered, sourced and crafted to take customers on a journey
soles of sports shoes, whilst a wedge sliced away from the of exploration and discovery through Wartski’s rich history
corner of the building, creating the entrance, is a replica out- and array of interesting objects.” Commented Simon Camp-
line of an athlete’s lifted heel before a sprint. bell, Managing Director of Portview.
Inside, a staircase is positioned behind the glass facade, offer- On the leisure and Hospitality front Pure Fitout, are the
ing customers expansive views of the surroundings. Move up craftsmen behind the installation and fit out of The Devlin,
the six-level store, contrasting finishes are found on each level. Dublin’s hottest new hotel. From bespoke marble features to
In the store, outfits dressing mannequins can easily be pur- handmade carpets and bronze finishes, Pure Fitout sourced
chased through a “Shop the Look” feature. Merchandise is and manufactured nearly every feature of the hotel from
fitted with a QR code for Nike Plus members to scan with the 40 ModPods, to the timber paneled rooftop restaurant
their app, either to buy immediately in their size or have the and bar, art deco cinema, bronze-finished Americana Bar and
items sent to a changing room to try on. Another updated Moroccan tiled bathroom. The perfect place to go for a tip-
digital aspect that Nike has included is the Nike Scan Pay, ple…and lay your head afterwards.
which allows app members to buy products on their phone The above examples only touch the surface of imagina-
and avoid long queues. tive, creative and innovative retail designs and shop fitting
The Nike flagship forms part of the brand’s new set of tailored masterpieces and we look forward to seeing what flair and
physical retail experiences, which it plans to roll out internationally. ingenuity the next twelve months bring for the industry…
The New York outpost is its second house of innovation, Until next year!
following the Nike House of Innovation Shanghai 001, which
opened last month, while a third is slated for Paris in 2019. The
Tokyo team is also planning to open another Nike Live pop-up Contributions to this article supplied by Visual Thinking’s 2019
in spring 2019. Good Stores Guide and Raconteur’s Future of Retail 2018 Report.

5 56 RETAIL & LEISURE INTERNATIONAL DECEMBER 2018 / JANUARY 20196 RETAIL & LEISURE INTERNATIONAL FEBRUARY 2019