2 0 2 5 R E T A I L D E S I G N
Nike King’s Road, London
Nike reaffirmed its commitment to serving women in London with a new dedicated retail environment on the iconic King’s Road. The swoosh set out to create a space that elevates women’s sport and offer premium product storytelling in a refined and inspiring way.
Nike engaged All These Wonders as a creative partner to help shape the King’s Road experience, focusing on consumer journey, visual storytelling, and spatial strategy.
We collaborated with Nike Global Retail and brand experience teams to translate the vision for the new King’s Road store into an immersive, inspiring environment. We explored how women would move through the space, what stories they would encounter, and how product could be presented with a sense of discovery.
We mapped the full consumer journey from entry to fitting room to footwear discovery. Every touchpoint was considered from a strategic point of view, with a goal of balancing inspiration and clarity. The space is cohesive, serene, and rooted in her preferences for clean navigation and elevated product presentation.
One of the most distinctive design features in the store is the footwear wall in the lower level, which integrates sculptural terracotta figurines. Our team helped develop the concept for these figurines as symbolic storytelling moments. They represent three pillars of the female athlete: Running, Training, and Sportswear.
ATW worked through scale, proportion, materiality, and placement to ensure the figurines elevated the product wall instead of competing with it. The terracotta texture gives the space a refined and museum-like quality that honors the artistry of sport.
The King’s Road store feels modern, confident, and intentionally designed for the female athlete. The terracotta sculptures have become one of the most photographed elements in the space, serving as a subtle yet powerful celebration of women in sport. We are so proud to have contributed to a project that pushes retail storytelling forward and highlights the future of women’s sports.
