Brand identity, brand strategy, interior design and wayfinding for NK Sport, the latest addition to iconic Swedish department store Nordiska Kompaniet. NK Sport is a progressive multi-purpose sports retailer giving pioneering brands an inspiring, innovative framework. It has been a long way from the initial idea of showcasing products with a purpose and contextualizing sports as a cultural experience, to NK Sport’s finished physical scope of 1 600 m2. By placing innovation at the core, NK Sport shifts the whole dynamics of where to go to grow and sustain the traction for the future.
NK Sport’s locale design is site specific both regarding historic narrative and physical properties, the building being situated between the original jugend structure, and Swedish architect Hans Asplund’s brutalist addition from the 50’s. The space is furnished with sharp aluminum tables, glossy hammer painted steel pipes, black pigmented glass, and accents of soft colored translucent silicone objects, a stage fitting for brands from the entire spectrum of high-end athletic apparel and the ambition to bring importance back to spatial design.
Creative direction by Anton Wikner. Interior design by Anton Wikner in partnership with Campus. Design by Unestablished. Lead architect Jani Kristoffersen. Architects Susanne Berggren and Ragnar Eythorsson. Store photography by Erik Undéhn. Retouch by Madly Unda. Promo video capture by Shay Peretz. Cake stunt rider Albin Jonsson. Awarded Store of the Year 2019 by Café Magazine and longlisted in Frame Awards 2020 out of 1076 entries.