TYC were appointed to create this award-winning window display for the launch of the first ever female Nike silhouette, the Sage. Reacting to the shift in attitude of trainers as fashion items for the female audience we needed to shine the spotlight on the ‘style editor’ shopper.
We Literally sold out of Nike Sage in the Carnaby store!
How to enhance the shopping experience, educate & inspire ‘her’ and set OFFICE apart from other high street shoe retailers as a leader in style? We step into ‘her’ shoes to connect with ‘her’ on a real and relatable level having spent the leading months research what’s important to her.
After spending time in-store observing customer movement and behaviours, the team took time to deeply understand her journey, so that they could create a design that seamlessly integrated into ‘her world’ and literally stop her in her tracks. It was decided we should trial 2 weeks with a celebrity endorsement then 2 weeks with a colab with #Neverfullydresssed and influencers. The results were a learning for us all!
So week 2 sold out…! The window become a grammable moment for passersby and drew in the crowds. It is a step towards strengthening Nike’s authority inline with OFFICE’s positioning as a trusted style focused brand.
To top it all off, the project has been awarded WINNER of The International Visual Merchandising Awards 2019.