Contract - July/August 2011 - (Page 118)

retail shrine to fitness TVA Architects and Nike Retail Design roll out the first Fieldhouse Store in Santa Monica By Michael Webb Photography by Lawrence Anderson The Nike Fieldhouse Store in Santa Monica, California, marks the debut of a new marketing concept that the sportswear giant is introducing nationwide. In contrast to its Niketown stores, which resembled glossy entertainment centers with their oversized graphics and multiple video displays, the new model recalls the corporation’s heritage through references to gyms, running tracks, and sports fields. TVA Architects collaborated with Nike’s Direct to Customer (DTC) retail design division to create an interior that is earthy and experiential. The material palette and every fitting and finish was meticulously plotted to reinforce associations with athleticism and highlight the latest products, without being overly thematic. The show begins on the sidewalk. The two-story, 18,600-square-foot corner store is an anchor for the new Santa Monica Place, an upscale shopping center located across from a busy pedestrian promenade in downtown Santa Monica. The city had already approved developerproposed conventional facades, and TVA fought to secure permits for its design that incorporates the branding elements Nike desired. An enticing entrance Form-poured concrete and horizontal wood boards frame the expansive east- and north-facing glass windows and a sheer glass bay that projects out above the recessed corner entry. Dark coated aluminum mullions complement the exposed steel frame, and brackets 118 contract july/august 2011

Table of Contents for the Digital Edition of Contract - July/August 2011

Contract - July/August 2011
Industry News
Product Focus: Change it Up
Product Focus: Angling for Attention
Product Focus: (Good) Writing on the Wall
Product Focus: Come Together
Best of NeoCon® 2011
Making a Marc
Becoming Kate
Ray of Light
True Blue
Nature Speaks
A New Home
Bloomie's New Edition
Shring to Fitness
Practice: Smaller, Sustainable Retail
Trends: Retail Retrofit
Designers Select: Fabrics
Ad Index

Contract - July/August 2011