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Best in Show; First Place, In-store Storewide Promotions.
Niketown, New York. "World Basketball Festival." Nike, Beaverton, Ore.; Damon Johnstun, Creative Director, LIT Workshop. Photography: Marc Lecureuil, New York. Courtesy of VMSD. |
June 23, 2011 - [New York] - Today's visual merchandisers are using illustrations, repetition and layering to deliver the total package.
Nike and its roster of athletes have never failed to deliver an impressive show of photographic images, from the earlier days of Jordan sailing through the air to today's King James throwing chalk powder into the air at the start of the game. But for the inaugural World Basketball Festival in New York last year, Nike added a twist to its graphic messaging by using tattoo-artist illustrations of current basketball stars. "They're very stylized with super bold, fun colors," says Damon Johnstun, creative director at LIT Workshop (Portland, Ore.), a retail marketing and manufacturing firm that collaborated with Nike on the project.
The artwork was turned into a graphics package for the store's first floor, in addition to eleven 10-foot tall figurines (created in partnership with Additive Workshop) that hung inside the store's five-story atrium. The full package, including a T-shirt destination and Jordon Brand shop-in-shop, earned it this year's Best in Show for the 2011 VMSD International Visual Competition. "The dimensionality is amazing," says Robyn Novak, design director, FRCH Design Worldwide (Cincinnati), and a judge at this year's competition. "They pulled everything together to create an encompassing story."
"It's the total package," adds judge Joe Baer, owner, ZenGenius Visual Merchants (Columbus, Ohio)...read the full article at VMSD |
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