A Bold Retail Reinvention in Manchester by b_rd
In Manchester, a new chapter in sneaker retail has unfolded with the launch of the “Nike TN Store Elevation of the Future.” Delivered in partnership with Foot Locker Europe, Nike and brought to life by b_rd, the project places the iconic Nike TN at the centre of a fully immersive brand environment—one that redefines how Gen Z consumers experience physical retail.
Reimagining the Retail Landscape
Every element of the Manchester space was reconsidered, redesigned and rebuilt to create a unified, future-facing retail destination. From custom flooring to dynamic digital product walls, the store elevates the TN franchise beyond a traditional footwear launch.
Updateable LED screens are seamlessly integrated into the architectural elevation, allowing new Nike and Foot Locker campaigns to go live instantly. This flexibility ensures the space evolves in real time, reflecting drops, collaborations and cultural moments at the push of a button.
A reimagined staircase installation introduces mannequin moments that feel sculptural and cinematic, while immersive digital interactions transform the store from a point of sale into a point of participation.
The Power of the TN Legacy
At the heart of the concept lies the enduring legacy of the Nike Air Max Plus—better known as the Nike TN. First launched in 1998, the silhouette’s gradient uppers, wavy overlays and Tuned Air cushioning system have long drawn inspiration from water, motion and marine energy.
That aquatic DNA became the guiding force behind the Manchester store’s aesthetic. Fluid forms, bold contrasts and immersive lighting cues echo the TN’s shark-inspired lines. The vision culminates in a dramatic six-foot sculptural shark centrepiece, gripping a TN shoe between its jaws. Enhanced with interactive projection mapping, the installation creates a striking photo moment designed for a generation that values shareable experiences as much as product drops.
A Connected Brand Experience
The storefront commands attention with a bold TN-focused window display, pulling the energy of the interior onto the street. Inside, cohesive men’s, women’s and kids’ footwear wall elevations unify the journey, ensuring that every touchpoint reinforces the TN narrative.
Rather than segmenting categories, the design connects them—creating a holistic brand immersion that feels curated, intentional and future-ready.
Extending the Story: The Manchester TN
Supporting the flagship elevation, the launch of the limited-edition ‘Manchester TN’ extended across two additional locations. Bespoke window and wall installations drew inspiration from the sneaker’s city-specific design language, incorporating references to Manchester’s cultural identity—including the globally recognised Worker Bee symbol.
These satellite activations ensured that the Manchester TN was not simply a product release, but a citywide cultural moment.
Speed, Collaboration and the Future of Retail
Delivered in just eight weeks, the project stands as a testament to fast-paced collaboration and precision execution. More than a store fit-out, the Nike TN Store Elevation of the Future represents a shift in how physical retail competes in a digital-first world—through spectacle, storytelling and interactive design.
In Manchester, the TN is no longer just a sneaker on a shelf. It is the centre of an environment engineered to engage, excite and immerse—proving that when heritage meets innovation, retail becomes an experience.
