The objective was to establish a new retail identity for Nike SB that balanced the raw "grit" of skate culture with Nike’s premium technical precision. This project required a deep understanding of the subculture to ensure the environment felt authentic to the community while meeting the rigorous standards of a flagship retail experience.

I developed the 2D and 3D brand narratives that informed the entire system, from physical fixtures to environmental graphics. By translating skater lifestyle dynamics into a functional design language, we created a space that resonated with the core community while meeting flagship retail standards.

Recognized internally as a benchmark for storytelling, the final concept delivered a measurable increase in consumer awareness and retail sales across the Santa Monica and London locations. The execution served as a high-performing proof of concept, demonstrating that merging cultural authenticity with brand-led design creates a repeatable and commercially successful global retail language.