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Environment
- 1. Environments are notjust containers, but are processes that change the content totally. Marshall McLuhan
- 2. ENVIRONMENT STORIES 1. Windrunner 4. Be True 7 World Cup 2. Vintage Running 5. Sport Exotic 8. Air Max 3. UNDFTD 6. 21 Mercer Street 9. Considered
- 3. WINDRUNNER STORY Niketown, New York - Summer, 2008 Concept / Creative Direction / Project Management Environment 180 Windrunner jackets were used to create a four storey chandelier in the atrium of Niketown New York. The presentation was installed throughout the 2008 Olympics to celebrate the Windrunners worn by US medal winners on the podium in Beijing.
- 4. WINDRUNNER STORY Retail / Renderings - Summer, 2008 Concept / Creative Direction / Project Management Environment During the Olympics Windrunner jackets were featured in over 500 retailers across the US with presentations ranging from elaborate to simple. In every instance, product remained the focus. This creative direction was implemented across the globe.
- 5. VINTAGE RUNNING STORY Retail - Summer, 2007 Concept / Creative Direction / Project Management Environment Vintage Running took a step back to 1977 for inspiration with Volkswagen camper vans being used to contextualize and showcase product. Nike founder Bill Bowermanʼs work bench was re created detailing the products heritage.
- 6. UNDFTD AF1 STORY La Brea/Santa Monica - Summer, 2006 Concept / Creative Direction / Project Management Environment Two shoes, two stores, two days, one direction. Back-lit, free standing walls were erected in each store omitting all other product and communication. The only shoe on display was the signature model, available exclusively on day of release.
- 7. BE TRUE STORY Pop-Up Vintage Dunk - Spring, 2008 Concept / Project Management Environment The first installment of the Be True pop-up shop presented the Vintage Dunk collection in a simple environment complete with reconditioned hardwood floor and Japanese Dunk Manga cartoon.
- 8. BE TRUE STORY Pop-Up City Dunk - Spring, 2008 Concept / Project Management Environment 86 pairs of a single shoe were available for a single day. Rather than hide the inventory in the stock room it was placed in the store for all to see and suspended from the telephone lines that ran throughout the store.
- 9. BE TRUE STORY Pop-Up Being True - Summer, 2008 Concept / Project Management Environment For the final iteration of the Be True pop up, the venue was converted into a gallery accommodating the Being True exhibition (see Communication). 3,000 people squeezed through the tiny space over the course of its four week presentation.
- 10. BE TRUE STORY Summer, 2008 Creative Direction / Project Management Environment Spanning forty feet, seven 5ʼ x 3ʼ lightboxes filled the walls of retail displaying the Be True campaign creative (see Communication).
- 11. BE TRUE STORY Opening Ceremony - Summer, 2008 Creative Direction / Project Management Environment Supporting the Liberty of London Dunk collaboration, Opening Ceremony in New York and LA were converted into pop-up flower shops. Both installs were supported by launch events and bouquets for all guests.
- 12. SPORT EXOTIC STORY Sportie LA - Holiday, 2005 Concept / Creative Direction / Project Management Environment As part of the Sport Exotic campaign the entire south wall of a leading LA retailer was converted to display a tight assortment of product. By shifting from 120 pieces of product to 14, the entire line was elevated and coveted by the consumer.
- 13. 21 MERCER STORY Fall, 2008 - Summer, 2009 Concept / Project Management Environment Monthly installations at 21 Mercer displayed the diversity of the brand and ensured a dynamic aesthetic. Footwear and apparel stories were amplified via collaborations with the best, young creatives including; KR, Cassette Playa and SO ME.
- 14. WORLD CUP STORY Brazil 5* - Holiday, 2005 Concept / Project Management Environment The Brazil 5* presentation was informed by the five World Cup championships won by the South American nation since 1958. Featured in key locations along the West Coast it supported the first product from Nikeʼs 2006 World Cup campaign.
- 15. WORLD CUP STORY National Team AF 1 - Summer, 2006 Project Management Environment Installed one week prior to the kick off of the 2006 World Cup, the AF1 presentations featured all-white shoes to tease those that would follow. Each case featured artwork created by artists of the respective nations including Delta, Rostarr and Os Gemeos
- 16. AIR MAX STORY One Time Only - Holiday, 2006 Project Management Environment A hybrid Air Max collection was supported by takeover presentations at several locations along the West Coast. Featuring creative assets by Hunter Gatherer the message was one steeped in innovation and evolution.
- 17. AIR MAX STORY Power Wall - Holiday, 2005 Concept / Creative Direction / Project Management Environment The Air Max Power Wall featured eight different styles of footwear separated by technology and color. Playing off the simple color blocking of the product, the result was an efficient presentation that commanded a complete takeover at retail.
- 18. AIR MAX STORY Masters of Air - Holiday, 2005 Project Management Environment Using esoteric creative assets inspired by the Dutch Maters, gilt-edge framed imagery complemented two decades of cushioning innovation with a retrospective of the revered Air Max portfolio.
- 19. NIKE CONSIDERED STORY Product Launch - Spring, 2005 Project Management Environment The Nike Considered line was a departure for Nike its principles were founded in ethical and sustainable design. Complimenting this direction, all-natural and reclaimed materials we used to deliver a symbiotic relationship between product and message.
- 20. THANK YOU christianparkes@gmail.com