THE CHALLENGE
While we started the project almost two months in advance, one of our biggest challenges was time. Nike and NFL brand leadership had to provide approval of each individual design component, the 185-inch by 50-inch dimensional roof pop-off graphics required certification from a structural engineer as well as approval from the city and landlord, and the 6,650-square-foot exterior vinyl wrap required seven full working installation days!
The finished initiative zone mimicked a locker room, complete with 980 square feet of painted turf, custom 9.5-foot-tall wardrobe lockers clad in mirrors, apparel shelf fixtures, and mannequin platforms with mirrored sides and an acrylic top, all positioned between two powder-coated aluminum mesh walls. Suspended and inlaid LED lights lit the space in a neon green glow. To create the Nike By You customization station, we fabricated and wrapped two tables, built custom acrylic display cases, and suspended an 86-inch digital screen from a powder-coated truss. Finally, at the back of the store, we transformed the footwear wall into a live DJ station with printed neon vinyl and an LED-lit logo.
With all this being said, we could not be happier with the final result. Wrapping an entire building façade was a first for Infinity Images, and the overall design impact was greater than any other project to date. In the five days it was live, tens of thousands of customers shopped our Nike Super Bowl LIX retail experience!
WHAT WE DID
Super Bowl LIX came early for Infinity Images! For the sixth time, Nike leadership asked us to design, produce, and install a Super Bowl takeover at their retail store closest to this year's game in New Orleans, Louisiana. We were tasked with creating an attention-grabbing retail activation that seamlessly blended New Orleans community touchpoints with Nike and NFL branding, featuring imagery of the Kansas City Chiefs and Philadelphia Eagles.
We kicked off the project in December of last year with a trip to New Orleans to get a feel of the community and to conduct a comprehensive site survey. Nike ultimately wanted the consumer to feel like they were fully immersed in the sport from when they parked outside, throughout their journey in the store. With this in mind, our design team cooked-up exterior building and window graphics, dimensional pop-off roof graphics, a floor-to-ceiling initiative zone, Nike By You clothing customization station, and a bespoke footwear wall.
