Digital and retail concept for a women's sneaker boutique

Nike Unlaced is a global digital and retail concept that defines Nike’s new women’s sneaker boutique, launched in Paris during fashion week in spring 2018. Schick Toikka collaborated with design studio Deutsche & Japaner to create a unique typeface inspired by the concept of twisted laces, enhancing the boutique's identity. The project involved creative direction by Maria Vu and included space design by Robert Storey of Storey Studio, with space construction executed by Satis & Fy. The overall design approach aimed to fuse contemporary aesthetics with functional retail experiences that resonate with the modern consumer.

Set in a custom typeface