The ERX campaign played up the concept of teams, animal vs metal. Thus the design of the environment focused on the idea of duality. First, there were two structural systems, scaffold vs. wood. The scaffold tubes interweaved through the existing perimeter, allowing both forces to coexist. Next, there were two organizational grains, one perpendicular to the rest of the store and one allegiant to the scaffolds. The backboard table simultaneously sat parallel to the two scaffold massings and tilted 3-dimensionally on the axis that bisected the Shop-In-Shop. Lastly, there were two volumes articulated by the scaffolds, each embodying a team with its respective products, textures, and proppings. While there were a few dichotomous relationships in place, unifying elements made it a coherent journey. The street-inspired chainlink panels and attachment details, the neon lights, and the basketball court lines (in the same thickness as the diameter of the scaffolds) tied the two teams to the same game of basketball.

Project: ERX SIS Buildout
Location: Converse SOHO, New York
Date: March 2019
Design Lead: Justin Jiang
Design Partner: Big-Giant
Fabrication: Axiom Custom