A loft above the city, stuck somewhere in the 1990s.
Built with the collectors who actually live this.
A hideout for sneaker culture.
Client
Nike
Role
Senior Creative Director, Nike
Year
2025
Services
Experience Strategy, Retail Concept, Community & Culture
The code that spells NIKE
Era recreated in full
Hard-sell marketing in the space
Led, with partners like CiRENS
More work
All projects →
Nike · 2026
Nike ACG Base Camp
Sephora · 2022
Sephora Next-Gen Retail
Nike · 2023
Nike Style Suzhou
Nike · 2025
Nike Style Guangzhou
Nike · 2026
Nike ACG Rollout
Bo Ao Group · 2021
From Zero to One
Jaguar Land Rover · 2017
Challenge the Impossible
vivo · 2021
vivo Lab
Lincoln · 2018
Your Space by Lincoln
Ford · 2014
Mustang Comes to China
Coca-Cola China · 2021
The Genie in the Bottle
Shanghai Disney Resort · 2017
Authentically Disney, Distinctly Chinese
HSBC Premier · 2023
HSBC Premier Strategy
Rolls-Royce · 2015
Explore Both Sides
Pernod Ricard · 2023
The Chuan Distillery Experience
Herman Miller / naughtone · 2014
The Riley Table
NatWest · 2010
Helpful Banking
Nike · 2026
Nike ACG Base Camp
Sephora · 2022
Sephora Next-Gen Retail
Nike · 2023
Nike Style Suzhou
Nike · 2025
Nike Style Guangzhou
Nike · 2026
Nike ACG Rollout
Bo Ao Group · 2021
From Zero to One
Jaguar Land Rover · 2017
Challenge the Impossible
vivo · 2021
vivo Lab
Lincoln · 2018
Your Space by Lincoln
Ford · 2014
Mustang Comes to China
Coca-Cola China · 2021
The Genie in the Bottle
Shanghai Disney Resort · 2017
Authentically Disney, Distinctly Chinese
HSBC Premier · 2023
HSBC Premier Strategy
Rolls-Royce · 2015
Explore Both Sides
Pernod Ricard · 2023
The Chuan Distillery Experience
Herman Miller / naughtone · 2014
The Riley Table
NatWest · 2010