Blogs

NOTHING BUT THE BOOTH

NIKE SNOWBOARDING INDUSTRY

In January 2008 Nike Snowboarding debuted at ye olde SIA handshake exchange in Vegas. Our environment design team was tasked with transforming a garden variety 20’X40’ rectangle into a full blown brand experience. Internally, this booth was a high profile project for Nemo and Nike; it was a statement that needed to reflect a year’s worth of toil building product, making marketing, and quietly assembling a roster of heavy hitters—Danny Kass, Austin Smith, Annie Boulanger, Eric Jackson, Louie Vito, Laura Hadar, and Justin Bennee. Industry curiosity was rife, so we had to come correct.   Blending a background in backyard ramp building with a love for all things boutique and bangin’, Curits Maddox and crew cooked up a kick-ass booth. Equal parts art installation and branded story, they showcased Snow’s vibe, product, and team in a truly Nike way. Choice details included compound radiused walls, exposed exterior ribs, and physics-defying flat interior space. NYC artist Mark Dean Veca was tapped for portraits of the athletes; the goods were displayed in CNC-routed frames. The highly anticipated boot product was highlighted via a series of custom rapid-prototyped mini-boots. We also tipped our caps to Swoosh heritage through a custom Air Force 1 display. Props to the peeps at Pinnacle Exhibits for helping us bring the vision to life.