When Nike wanted to bring its “Never Done” campaign to life with a motivational shopping experience, the brand tapped Bridgewater Studio to fabricate and install the design for its flagship retail store in Chicago. The vision for campaign was to promote the idea that we are all a work in progress, and to support the theme of constant improvement.
The retail environment was outfitted with custom millwork, graphics, fixtures, mirrors, and other elements made to appear “in progress” by breaking from traditional installation methods. Some items were leaned against walls (secured with custom cleats and floor mounts), while others featured hand-written motivational messages. The theme of continuous improvement was reinforced by multiple design iterations of the Nike logo and visual repetition of the “Never Done” mantra.
A highlight of the fabrication process was the use of multiple printing methods, combined to create a layered effect. This included cork laminated to MDF and direct-to-substrate graphics, to which printed and cut vinyl was applied by hand. A carefully choreographed installation process required custom-fabricated shrouds to conceal construction activity during the retail store’s redesign.