Create a multi-purpose space that houses two shopping areas and an auditorium that’s versatile for event holding and a 360-viewing experience for live tennis matches.
Office Twelve were tasked to work in collaboration with the Nike Brand Design Team, to create a temporary space within Selfridges, Ultra Lounge. The space was to be a celebration of tennis that would take over the lower ground floor at Selfridges, throughout the Wimbledon season. The Ultra Lounge required an auditorium that would comfortably hold 130-150 people, with two boutique style shopping spaces. One to be ‘Pinnacle Rebels’ showcasing tier zero Nike tennis collections, and the second to be ‘Grand Slam Tailors’ a customisation lab for customers to create their own bespoke GS Polos.
As Selfridges is a premium department store, the customer experience had to reflect this so attention to detail was a MUST. Only the finest craftmanship and materials were to be used throughout the design and installation.
An indulgent tennis experience, displaying key NSW product offerings entwined with brand storytelling and a modern twist of British design.
The two side entrance points to the Ultra Lounge where boutique style shop fronts, encouraging footfall into the space. One was black to represent the Rebels entrance and the other, white for the grand slam tailors, both entrances featured hand written signage and hand-picked products in the window display.
The rebellious area showcased collections from Nike’s new modern take on tennis apparel, the Selfridges x NSW. The design featured fixtures that appeared to be tennis racket smashed through mirrors, perfectly communicates the rebellious theme. Over 8 thousand tennis balls were hand sprayed and attached to walls, generating an immersive space for product showcasing.
The GS Tailor areas contrasted featuring bright white walls with an array of colour spectrums through tennis balls, threads to encourage purchase of personalised products instantly at GS tailor lab. The customer experience was enhanced by allowing customers to view their one-of-a-kind polo shirt being hand made.
Exhibited on a number of feature walls are some of the most iconic on and off court moments in tennis history, allowing the space to provide elements of brand storytelling revealing Nike’s impact on tennis culture.
Concluding the centre of the space was the auditorium, presenting a design concept influenced by the centre court, Wimbledon. Bespoke bleacher inspired seating was created using black charred wood, with white chesterfield style cushions all surrounding the 360-viewing experience.
Ensuring a 360 experience was achieved, several televisions were mounted on an upside-down umpire’s chair allowing everyone to have a perfect view.
A perfectly met brief that created a space to be used not only to showcase new collections but was versatile to have the ability to be shaped into an event holding space due to its design.
The multi-purpose space served tennis fans with an additional way to watch live matches while indulging in a premium tennis experience, with a Nike spin. The space plays homage to tennis culture, underpinned with British style, infused with modern design.