Hospitality Design - December 2016 - 62

perspectives

5 questions for

andy thaemert
Senior Creative Director, Global Store Design
Nike

1

Describe your role at Nike.

2

How do the footwear and apparel influence your
retail design?

3

What inspires you?

4

Nike is great at pop-ups. What's driving that trend?

5

Talk about your design process.

I help create a vision for the future of all Nike store
environments. The current store design concept in the
marketplace is rooted in a narrative based on the birthplace
of sport-the gyms, the courts, the fields-where Nike
was founded. It was great, but that's run its course, and
the tomorrow of sport, where the athletes live, train, and
compete, is entirely different. My role is digesting that,
taking on the mission to push the retail landscape into a
more forward-thinking backdrop.

That connectivity between what you're holding in your hand
versus the space should all be one voice and ownable by the
brand.
I'm inspired by the athlete's lifestyle. Looking at the
purpose for our store, it can be more than just a place to
buy goods. How does it become a home base for that athlete
community-whether through a grouping for Nike+ Run
Club, or training clubs; whether it's getting one-to-one
services inside our stores. We're looking to other areas that
have done it well-what's the level of attention you get inside
a hotel [for example] and how does that transfer?
The need for the brand to stay sharp and respond in a
physical expression that allows people to engage, see, and
interact, and then have it go away, is exciting. It's something
we do all out. At the [2016 NBA] All-Star game we had
the Jordan pop-up, and you got to be in a 365-degree LED
room-it's not just a product anymore. Being able to do it on
a temporal basis, that's fuel. It allows us to test things with a
certain degree of intensity you can't get in typical retail.

Space planning, architecture, fixtures are changing. We
approach our spaces in response to that [location's] athletic
community, the sports that are prevalent, the size of the
space, and what we want to do for that group. How we create
a space that adapts over time is also important. Building
a store-and then working with external consultants and
realizing it-really becomes site specific.



http://roomthreesixty.com http://roomthreesixty.com

Hospitality Design - December 2016

Table of Contents for the Digital Edition of Hospitality Design - December 2016

Hospitality Design - December 2016
Contents
Online TOC
From the Editor
Behind the Design
People: CitySCENE Miami
People: CitySCENE Toronto
Perspectives
Places: Paris
Places: San Diego
5 Questions for Andy Thaemert
Products
Profile Adam Siegel
Carpet
Bath
Textiles
Trendspotting
Projects
Hoshinoya Tokyo
W Punta De Mita
Casa Cook Rhodes
Ad Index
Back Space
Hospitality Design - December 2016 - Intro
Hospitality Design - December 2016 - Hospitality Design - December 2016
Hospitality Design - December 2016 - Cover2
Hospitality Design - December 2016 - 1
Hospitality Design - December 2016 - 2
Hospitality Design - December 2016 - 3
Hospitality Design - December 2016 - 4
Hospitality Design - December 2016 - 5
Hospitality Design - December 2016 - 6
Hospitality Design - December 2016 - 7
Hospitality Design - December 2016 - 8
Hospitality Design - December 2016 - 9
Hospitality Design - December 2016 - 10
Hospitality Design - December 2016 - 11
Hospitality Design - December 2016 - 12
Hospitality Design - December 2016 - Contents
Hospitality Design - December 2016 - 14
Hospitality Design - December 2016 - 15
Hospitality Design - December 2016 - 16
Hospitality Design - December 2016 - Online TOC
Hospitality Design - December 2016 - 18
Hospitality Design - December 2016 - 19
Hospitality Design - December 2016 - From the Editor
Hospitality Design - December 2016 - 21
Hospitality Design - December 2016 - 22
Hospitality Design - December 2016 - 23
Hospitality Design - December 2016 - Behind the Design
Hospitality Design - December 2016 - 25
Hospitality Design - December 2016 - 26
Hospitality Design - December 2016 - 27
Hospitality Design - December 2016 - 28
Hospitality Design - December 2016 - 29
Hospitality Design - December 2016 - 30
Hospitality Design - December 2016 - 31
Hospitality Design - December 2016 - People: CitySCENE Miami
Hospitality Design - December 2016 - 33
Hospitality Design - December 2016 - 34
Hospitality Design - December 2016 - 35
Hospitality Design - December 2016 - People: CitySCENE Toronto
Hospitality Design - December 2016 - 37
Hospitality Design - December 2016 - 38
Hospitality Design - December 2016 - 39
Hospitality Design - December 2016 - 40
Hospitality Design - December 2016 - 41
Hospitality Design - December 2016 - 42
Hospitality Design - December 2016 - Perspectives
Hospitality Design - December 2016 - 44
Hospitality Design - December 2016 - 45
Hospitality Design - December 2016 - 46
Hospitality Design - December 2016 - Places: Paris
Hospitality Design - December 2016 - 48
Hospitality Design - December 2016 - 49
Hospitality Design - December 2016 - 50
Hospitality Design - December 2016 - 51
Hospitality Design - December 2016 - 52
Hospitality Design - December 2016 - 53
Hospitality Design - December 2016 - 54
Hospitality Design - December 2016 - Places: San Diego
Hospitality Design - December 2016 - 56
Hospitality Design - December 2016 - 57
Hospitality Design - December 2016 - 58
Hospitality Design - December 2016 - 59
Hospitality Design - December 2016 - 60
Hospitality Design - December 2016 - 61
Hospitality Design - December 2016 - 5 Questions for Andy Thaemert
Hospitality Design - December 2016 - 63
Hospitality Design - December 2016 - 64
Hospitality Design - December 2016 - Products
Hospitality Design - December 2016 - 66
Hospitality Design - December 2016 - Profile Adam Siegel
Hospitality Design - December 2016 - 68
Hospitality Design - December 2016 - Carpet
Hospitality Design - December 2016 - 70
Hospitality Design - December 2016 - 71
Hospitality Design - December 2016 - 72
Hospitality Design - December 2016 - 73
Hospitality Design - December 2016 - 74
Hospitality Design - December 2016 - Bath
Hospitality Design - December 2016 - 76
Hospitality Design - December 2016 - 77
Hospitality Design - December 2016 - 78
Hospitality Design - December 2016 - Textiles
Hospitality Design - December 2016 - 80
Hospitality Design - December 2016 - 81
Hospitality Design - December 2016 - 82
Hospitality Design - December 2016 - Trendspotting
Hospitality Design - December 2016 - 84
Hospitality Design - December 2016 - 85
Hospitality Design - December 2016 - 86
Hospitality Design - December 2016 - 87
Hospitality Design - December 2016 - 88
Hospitality Design - December 2016 - 89
Hospitality Design - December 2016 - 90
Hospitality Design - December 2016 - 91
Hospitality Design - December 2016 - 92
Hospitality Design - December 2016 - 93
Hospitality Design - December 2016 - 94
Hospitality Design - December 2016 - 95
Hospitality Design - December 2016 - 96
Hospitality Design - December 2016 - 97
Hospitality Design - December 2016 - 98
Hospitality Design - December 2016 - 99
Hospitality Design - December 2016 - 100
Hospitality Design - December 2016 - 101
Hospitality Design - December 2016 - 102
Hospitality Design - December 2016 - Projects
Hospitality Design - December 2016 - Hoshinoya Tokyo
Hospitality Design - December 2016 - 105
Hospitality Design - December 2016 - 106
Hospitality Design - December 2016 - 107
Hospitality Design - December 2016 - W Punta De Mita
Hospitality Design - December 2016 - 109
Hospitality Design - December 2016 - 110
Hospitality Design - December 2016 - 111
Hospitality Design - December 2016 - Casa Cook Rhodes
Hospitality Design - December 2016 - 113
Hospitality Design - December 2016 - 114
Hospitality Design - December 2016 - 115
Hospitality Design - December 2016 - 116
Hospitality Design - December 2016 - 117
Hospitality Design - December 2016 - Ad Index
Hospitality Design - December 2016 - 119
Hospitality Design - December 2016 - Back Space
Hospitality Design - December 2016 - Cover3
Hospitality Design - December 2016 - Cover4
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