Nike Magista "Create Attack"
Bespoke showcase in Harrods, London
To celebrate the launch of the Nike Magista, our team was tasked with creating an immersive, premium retail experience within the world-renowned Harrods department store. The goal was to translate the “Create Attack” campaign into a physical environment that balanced high-performance sports technology with a luxury, gallery-like aesthetic.
Leveraging our one-stop-shop approach, we managed the entire lifecycle of the project – from technical development and manufacturing to a precision overnight installation.
The activation was bold and tactile, using a mix of raw industrial textures and ornate classical elements.
- The sculptural plinths: To showcase the Magista boots, we engineered bespoke display plinths that served as the focal point of the installation:
– Finish: A specialised concrete-effect top layer provided a rugged, urban foundation.
– The drip: To mirror the energy of the campaign, we applied a real paint drip effect in the signature Magista “Volt” yellow, creating a vibrant contrast against the grey concrete.
– Security: Each boot was housed within a high-clarity acrylic vitrine, seamlessly integrated into the plinth top.
- Herringbone flooring: To ground the activation in the luxury context of Harrods, we avoided standard vinyls and opted for high-quality materials:
– Material: Real wood panels were utilised to provide a warm, premium feel
– Pattern: Laid in a sophisticated herringbone effect, the floor was designed to be robust enough for heavy foot traffic while maintaining a high-end boutique atmosphere.
- Ornate backwalls & artwork: The backdrop featured three massive, bespoke displays that blended fine art with athletic intensity:
– Framing: Large-scale, bold gold frames featured intricate detailing, including 3D printed spiders, football boots and football motifs, giving the product the status of a masterpiece
– Graphics: High impact “Create Attack” artwork featuring Nike athletes (such as Andrés Iniesta) was integrated into the frames, creating a 3D gallery effect.
The primary challenge of this project was the high-stakes environment of Harrods, requiring a flawless execution within a very tight window.
Highlighting speed – the entire activation was successfully installed over a single night, ensuring zero disruption to Harrods’ daily operations. Our team’s efficiency was profound – by managing the manufacturing and delivery in-house, we ensured the project was delivered on time and strictly within budget.
And finally, the impact – the result was a high-traffic, visually arresting showcase that successfully bridged the gap between Nike’s innovative sportswear and Harrods’ luxury clientele.
We look forward to working with Nike on future projects.