'The whole thing is like a piece of equipment in a playground, or a big toy. To play with that idea, not as a store, but as a place for experiencing space, and a time, where people get excited and can return to a childlike state. That's what I wanted to express.' says Masamichi Katayama, architect of the flagship store.
A great example of a powerful Brand Experience where an intention to be provocative and take a branded content approach to everything, i.e. everything communicates, can turn a retail experience into something to talk about whilst selling product at the same time. And then of course every product bought there becomes itself another start point for an enthusiastic brand story, and the wave goes on, and the brand enigma builds.
Like other great things (people, places, ideas, products, brands, businesses), it seems brands like Nike set themselves apart from the normal by living (thinking and doing) the Jerry Garcia quote, 'You don't want to be known as the best of the best, you want to be known as the only one who does what you do.'
Interesting too that this film was sponsored by Nike but shown on and made by coolhunting.com's usual film team.
