NSW Nike Sportswear
NSW is a grammar that encompasses a wide range of Nike products, taking sport as a cultural premise rather than a goal.
In 2007 pinnacle retail experiences were studied and Sartoria was asked to help design the blueprint of the NSW concept store in Beaverton. The venue became the prototype for all NSW pinnacle experiences that would pop-up in the rest of the world. Specifically, Sartoria was later in charge of the interior design of the pop-up store in Rome and Special in Milan.
In 2008, during the Olympic Games, the Nike Sportswear brand launch has been held at the “Cable 8” Studio in Beijing’s Chaoyang District. Having the honor to partner with avant garde visionary and Maestro Robert Wilson, Sartoria tailored an intimate installation to support his visual experiences creating at the same time a sensory overload video installation we affectionately call “The Brain”.
Wilson’s video portraits – Sofia Boutella, Shingo Iwasaki and Nigel Sylvester – were seemingly weaved together with eight of Nike’s iconic product, gem-setted into the fully restored and safeguarded “Cable 8” spaces.