Part opening event, part spectacle, 212 Mercer was a one-night event celebrating the launch of a new flagship store for Nike Sportswear. Taking over Mercer Street in Soho, we created an invite-only block party of “innovation, hot dogs and sport.” We branded the 212 Mercer party and designed not only collateral, but ticket booths, a temporary outdoor stadium with bleachers, hot dog stands, and giant clock displays counting down to the actual store opening. The celebration included a who’s who of the sporting and creative worlds, mascots from NY and NJ sports teams, performances by marching bands, a live DJ and projected films.
