New York City is living life the Kicks Way with the opening of its first KicksUSA store in Spanish Harlem.
The neighborhood, also called El Barrio, is known for its vibrant and diverse community. To mirror this rich culture, a bold mural by acclaimed artist Mark Deren covers the entire store building in an energetic color scheme.
The project was headed by Nike as part of the launch for two new colorways of the iconic Air Max 270 shoe. Five store openings (two KicksUSA and three Jimmy Jazz) were timed with the release of the shoe’s two launch dates.
Nike partnered with Premier Press to complete installation at each store location. Our team adapted Nike’s creative content to fit the physical demands of each store and managed production of interior graphics. These included:
At the Harlem KicksUSA store, this multilevel installation carries the energy of Deren’s masterpiece from the exterior to the interior of the store.