CASE STUDY

Super Bowl LIX Retail Display

Big rings don’t come easy, and neither do immersive retail displays! For the sixth year, we brought the Super Bowl experience to a neighboring Nike retail store for New Orleans football fans.

Super Bowl LIX came early for Infinity Images! For the sixth time, Nike leadership asked us to design, produce, and install a Super Bowl takeover at their retail store closest to this year’s game in New Orleans, Louisiana. We were tasked with creating an attention-grabbing retail activation that seamlessly blended New Orleans community touchpoints with Nike and NFL branding, featuring imagery of the Kansas City Chiefs and Philadelphia Eagles.

We kicked off the project in December of last year with a trip to New Orleans to get a feel of the community and to conduct a comprehensive site survey. Nike ultimately wanted the consumer to feel like they were fully immersed in the sport from when they parked outside, throughout their journey in the store. With this in mind, our design team cooked-up exterior building and window graphics, dimensional pop-off roof graphics, a floor-to-ceiling initiative zone, Nike By You clothing customization station, and a bespoke footwear wall.

Project Highlight

This was our first project where we flexed our new neon printing capabilities at such a large scale. The addition of our swissQprint Kudu printer last summer greatly expanded our color gamut and proved vital to hitting our client’s primary Super Bowl LIX campaign colors: neon green and neon orange. We used our Kudu to print all interior vinyl and acrylic graphics, and we color-matched the green across the powder-coated aluminum mesh walls and both the orange and green to the painted turf.

The finished initiative zone mimicked a locker room, complete with 980 square feet of painted turf, custom 9.5-foot-tall wardrobe lockers clad in mirrors, apparel shelf fixtures, and mannequin platforms with mirrored sides and an acrylic top, all positioned between two powder-coated aluminum mesh walls. Suspended and inlaid LED lights lit the space in a neon green glow. To create the Nike By You customization station, we fabricated and wrapped two tables, built custom acrylic display cases, and suspended an 86-inch digital screen from a powder-coated truss. Finally, at the back of the store, we transformed the footwear wall into a live DJ station with printed neon vinyl and an LED-lit logo.

While we started the project almost two months in advance, one of our biggest challenges was time. Nike and NFL brand leadership had to provide approval of each individual design component, the 185-inch by 50-inch dimensional roof pop-off graphics required certification from a structural engineer as well as approval from the city and landlord, and the 6,650-square-foot exterior vinyl wrap required seven full working installation days! With all this being said, we could not be happier with the final result. Wrapping an entire building façade was a first for Infinity Images, and the overall design impact was greater than any other project to date. In the five days it was live, tens of thousands of customers shopped our Nike Super Bowl LIX retail experience!

Summary of Infinity Images Services

  • Project Management – From the initial site survey through production and installation, our project managers successfully tracked all graphic elements, timelines, and materials, keeping the client updated every step of the way.
  • Design All Nike x NFL Super Bowl LIX retail display elements were designed in-house by our production and 3D environmental designers.
  • Engineering – Our engineers ensured that the dimensional and suspended components — pop-off roof graphics, self-standing aluminum mesh walls, a metal truss with an attached digital screen, and hanging LED lighting — were built and firmly secured to ensure shopper safety.
  • Prepress – Preproduction ensured the design files were properly formatted for large-format printing and cutting.
  • Printing – We printed all interior neon graphics on our swissQprint Kudu and exterior graphics on our Durst Rho 1312.
  • Cutting – Our large-format cutters precisely cut turf, aluminum, vinyl, acrylic, plywood, and mirror to their final dimensions.
  • Fabrication – The Nike By You plywood tables and acrylic display cases were built in-house by our fabricators.
  • Finishing – We laminated the exterior graphics to ensure UV and moisture protection, and wrapped both the plywood tables and metal stanchions in neon-printed vinyl.
  • Fulfillment – Our fulfillment crew carefully packed and shipped all campaign components to New Orleans, Louisiana.
  • Installation – Given the large scope of this install, we tapped into one of our trusted 3M Certified installation partners to handle the exterior wall graphics while our in-house team transformed the store interior into a football fan’s paradise.

Ready to get started on your next retail activation? Want to learn more about our services? Hand us a napkin sketch or a full-fledged retail campaign. We’ll bring your project to life!

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