Nike x Jacquemus at Incu
Spatial Design & Production
Set Decoration & Display
An installation taking inspiration from the saltscapes of Salin de Giraud and the geometry of the French Open to celebrate the arrival of Nike x Jacquemus at Australia’s premier multi-brand retailer.
Semi Permanent Brand Studio was engaged by leading Australian multi-brand fashion retailer Incu to ideate, design and produce a pop-up launch activation to celebrate the long-rumoured release of the Nike x Jacquemus collection within its flagship Galeries Victoria womenswear store within the Sydney CBD. Comprising a central in-store installation and hero window display, the brief required for Semi Permanent to take cues from the brand guidelines of the collaboration and to contextualise them for an Australian audience within the framework of the physical retail space. Drawing inspiration from the iconic Camargue location and The French Open, we imagined an immersive environment fit for ushering in collaboration that flooded the feeds of fitness enthusiasts and fashionistas alike.
Key to the impact of the installation were the textural finishes employed by Semi Permanent’s creative team, such as the central rough-hewn plaster sphere contrasted with billowing silk chiffon drapes. Or in the window frontage, chiselled stone platforms offset by smooth timber surfaces and industrial display racks that served to showcase the apparel and footwear, including the iconic Humara sneaker. The tactile, haptic quality of the installation mirrored that of the garments themselves, comprising a diverse mix of materiality including leather, rubber, suede, ribbed cotton, hemp and metallic clasps.
Though temporal in nature, the installation served to add a sense of occasion to the anticipated commercial release of the collection, helping to drive high footfall (up 60% on launch day) within store along with increased social media engagement. Over the course of its week-long display, Incu welcomed high-profile influencers including Violet Grace, Jamie Nguyen and Nadia Fairfax into the space and saw record sales within hours of the collection’s release, building on the Australian retailer’s profile in the lead-up to its 20th anniversary later in the year.
“For this collaboration with Nike, I wanted to create a collection that reinterprets athletic women’s sportswear in a minimal way. I have always been inspired by vintage ACG pieces and Nike campaigns from the ’90s. Having this imagery in mind, we designed women’s athletic wear with sensuous details and neutral colors, along with my own interpretation of the Humara — my favorite Nike shoe. It was important for the collection to be accessible, for all bodies, and to be a natural blend of Jacquemus style and Nike performance.”
— Simon Porte Jacquemus