A Nike Rise store located in the iconic heart of Birmingham
Focusing on the sport addict, sport and fitness enthusiast, and the sport inspired consumer, the Birmingham Nike Rise concept store is a gateway to service & an invitation to sport in the city. Situated behind Birmingham’s iconic bull, global retailer Nike is making a bold presence in the heart of Birmingham.
Part of the Birmingham Bullring Shopping Centre, the Nike Rise store is in close proximity to the local high street and the Birmingham New Street train station which serves an estimate of 48 million people annually.
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Nike Rise Birmingham has two high visibility store fronts, a feature entry in front of Laurence Broderick’s ‘The Bull’, and a rear façade facing Moor Street Link, making an eye-catching design imperative for the store. The feature entry blends seamlessly into the existing but modified landlord glass facade. It features the recognisable Nike swoosh, lenticular film and a newly created portal framed entrance.
Varying levels of transparency at the facade creates interest and full height digital columns behind the glazing create a dynamic environment at the main facade. The rear of the Birmingham store floats above Moor Street Link. It is instantly visible from the adjacent Birmingham New Street train station entry plaza and via the Smallbrook Queensway Road, which both generate high volumes of visitors passing through every day.
The interiors of the store feature a staircase made of a galvanised steel structure, white terrazzo treads and transparent glass risers. The stair design itself is the first of its kind for the Nike Rise concept globally, surrounded by a full height digital screen and feature polycarbonate wall with custom graphics.
Photography by TDM. Space & Nike