Training for women in Taipei was seen as a chore, un-glamorous and ultimately unnecessary. Nike TPE6453 was transformed into a women’s training center that would aim to inspire a new generation of women and promote sisterhood. The space showcased Nike global female athletes and their stories as well as the upcoming line of product. The window tells the story of local tennis hero Kelly Chang, and her rise into the world rankings. the racket installation at the street level portrays Kellys blossoming into a powerful woman and athlete by representing the national flower of Taipei, the Apple Blossom. The upstairs showroom was transformed into a dance and yoga studio for instructional classes.
Project directed by Melvin Lenzy for Nike Brand Marketing. Spatial Creative Direction and Design by DCD. Visual and graphic language supplied by NIKE Global Womens training.