Of course, this trend of integrating non-traditional functions within a space is not limited to hosting music performances in-store. Capitalizing on the service-led era into which retail is moving, smart brands are creating imaginative temples that complement their brand and product offerings. Nike for example has incorporated a 370-sq-m basketball court capable of seating 400 spectators within its new NYC office headquarters, designed by its in-house Workplace Design + Connectivity team in partnership with Studios Architecture. The court is free to use for Nike employees, brand ambassadors, local leagues and the various high-school teams that Nike mentors, and is complemented by kit and advice courtesy of star basketball atheletes.
To further nurture a sense of community, the space reportedly draws design inspiration from its New York City context, including landmarks like the High Line – an elevated linear park that follows over 2 km of abandoned railroad tracks. A material palette of wood and glass in white, orange and black colourways feature throughout.
Taking an equally holistic approach to sport, Reebok has opened a tiered-access space in Paris designed to serve as a culturally conscious sanctuary for active urbanites. Dubbed La Salle de Sport, the 1,700-sq-m destination taps into the entire healthy-living lifestyle, offering a gym, shop, event hub and relaxation area.
Taking cues from its locale – La Salle de Sport is housed in the premises of former art museum the Pinacothèque de Paris, in one of the city’s liveliest shopping and dining areas – the space also contrives to link sport with Parisian art and culture. Designed by Le Studio Be-Poles hand-in-hand with Reebok, the space is home to product launches and trials, photoshoots and art installations, as well as a Social Club that invites visitors to relax, socialize and meet some of Reebok's brand ambassadors.