All Star Week 2015
Design for Nike North America
New York City was the epicenter of basketball for the 2015 All Star Weekend, featuring multiple activations that celebrated the confluence of athletes and culture. Niketown New York housed one of the biggest brand moments, pushing the boundaries of previous installations with a larger-than-life experience.
We worked closely with local artists to transform athlete illustrations into custom sculptures, beginning with clay maquettes to create the form. The models were 3D-scanned and carved to size, then hand-painted to mimic the campaign illustration style.
Along with the athlete sculptures, we created a dimensional map of NYC that stretched to the top of the store’s fifth floor. The backdrop featured custom programming and was the first iteration of projection mapping in the space.
Design Direction / Bryon Panaia
Design / Julina Grace
Project Management / Jim Clugston