Nike House of Innovation Shanghai 001

NIKE BY YOU

Client
NIKE

Service
Pattern Design

Partner
Li Xiang / Xing Chen

Team
CD: Xing Chen / Li Xiang
D: Xing Chen / Bian Shuyao / Guo Qinglu
PM: Wu Linxi
MD: Dong Shiqi / Wang Yinan / Bian Shuyao

Following Nike New York 000, Nike’s first House of Innovation—Nike Shanghai 001—officially opened in 2018. Located on East Nanjing Road in the heart of Shanghai, the cross-category flagship spans four floors with a total floor area of 3,822 square meters. Blending digital and physical services, House of Innovation uses an immersive, experience-led retail environment to bring Nike’s most advanced products and services to consumers—driving the transformation of sport retail. Here, visitors can not only shop across product lines, but also experience Nike’s latest innovations in sport technology firsthand.

Nike invited us to refresh the graphic design of its personalization range, NIKE By You, celebrating the distinctive character of Shanghai 001 while offering customers more options and styling possibilities—and encouraging both new and returning visitors to explore the customization studio.

Nike continues to innovate in sport technology, recognized for its expertise in performance and manufacturing excellence. Customers, meanwhile, are seen as co-creators—bringing personal expression and creativity into the process.

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Client
NIKE

Service
Pattern Design

Partner
Li Xiang / Xing Chen

Team
CD: Xing Chen / Li Xiang
D: Xing Chen / Bian Shuyao / Guo Qinglu
PM: Wu Linxi
MD: Dong Shiqi / Wang Yinan / Bian Shuyao

We built on Nike Shanghai 001’s flexible graphic system—including a set of grid structures and bold headline typography—as the foundation for the new graphics, aligning with the store’s highly personalized, one-of-a-kind shopping experience.

In the end, we developed a series of graphic concepts. Drawing inspiration from design software interfaces and the workshop’s cutting mats, we visualized the act of “making” and translated it into new patterns for Nike By You patches. These graphics are presented as a regular in-store offering at Nike Shanghai 001, where customers can join Nike By You workshops to mix and match the designs and heat-transfer them onto T-shirts and tote bags.