NikeLab MA5 opened in Minami-Aoyama, Tokyo, on December 1, 2016, the seventh NikeLab store after Hong Kong, Shanghai, New York, Paris, London, and Milan. It took over the space that had housed Hiroshi Fujiwara’s the POOL aoyama and opened with a display of NikeLab ACG. Nike worked with its long-term engineering partner Arthur Huang, founder of Miniwiz, on the store. We made it internally, Nike Brand Design EMEA with NikeLab, and Nike Brand Design briefed and creative directed the outside agencies, including Miniwiz.
Why it looks like this
Nature and technology. Nike said the store’s thematic focus was uniting nature and technology, through interior and exterior directional sound systems, a scent made only for the store, and soft track flooring made with Nike Grind, its recycled material.
Japanese materials, modular fixtures. Nike described tatami mat floors and locally sourced wood walls in digitally powered fitting rooms, with the same wood on modular display cubes and Nike Grind benches that let the store be restructured, all from a palette of premium recycled and regenerated materials.
Press and sources
- MarketScreener (Nike release): Inside Tokyo’s New NikeLab MA5
- Hypebeast: Take a Look Inside the New NIKELAB MA5 Store in Tokyo