HUB
CORPORATE OFFICES
OVERVIEW
Heart of the workplace.
The hub is the vibrant social center; a destination where you run into colleagues, get coffee, eat lunch and cross paths with athletes. Casual meetings or interviews are planned for the hub, often with outside guests, welcoming them into a Nike experience without bringing them into the secure perimeter.
Design Goals
- Locate near the entrance in a high-traffic location, in a space with natural light.
- Hubs are often outside the secure perimeter, combined with the lobby and front desk; they can sometimes double as a space for showroom customers, large events or all-hands meetings. The local team should determine the location, along with the size and seating capacity.
- The local team should identify which services will be offered. Include either a fuel station for athletes* to prepare food from home and/or food services such as a barista, market, or food concept.
- The space should support casual conversations, eating, individual laptop work, and occasional events. Offer a variety of seating including lounge seating, booths, and tables. The majority of booths in the project should be in the hub. Tall tables can be used, but the majority should be standard height.
- Design the acoustics to accommodate high activity levels and events.
- Create a buffer between this area and work neighborhoods to dampen sound and limit spread of food smells.
- This space often has elevated lighting features or finishes that double as design features.
Dan Fouts, PHK
Key Components
- Food and beverage (fuel station and/or food service)
- Variety of furniture
- Booths and/or banquettes
- Branding opportunity
Area:
Varies
Size:
Varies
Capacity:
Varies
Branding
Set the tone with brand installations that are sophisticated, multi-faceted and will stand the test of time. There should be no question that this is a Nike environment. As a high-energy and informal gathering place, the hub is ideal for storytelling that supports a spirit of community. Focus should be on broad and inclusive brand stories that connect to local culture and visually energize the space, reminding guests and Athletes that each of them is an important part of the Nike story.
Opportunities
- Expressive and unconventional design elements give a contemporary feel to Brand stories that are most relevant to locals.
- Activate the space with multiple Brand touchpoints to provide an immersive experience that promotes strong emotional connection to Nike's stories and ethos.
- Consider integration of environmental graphics with architecture to embed Nike storytelling in the space.
- Custom lighting and furniture elements in adjoining Lounge areas can be thoughtful expressions of Brand commitment.
- AV deliver changeable content that can educate and inspire.
Cost guardrail for brand investment: High level
REQUIRED SPECIFICATIONS
Examples
Dan Fouts, PHK
Thoughtful Details
Artfully configured standard linear light fixtures connect functional elements to storytelling, and create an environment that feels fully considered. Floor graphics make use of an unexpected surface to deliver brand content and differentiate zones, while wall graphics create focal points on long sight lines and introduce more overt story references into the space.
Shanghai, China GCHQ
Small Spaces
Color and material selections make this space feel considered, inviting and connected to the Brand. Even with fewer touchpoints, the space is impactful. Framed Nike archival artwork brings a more overt Brand connection to booths, while the chevron-patterned area rug and curated objects on the tables do so in the open seating space.
Dan Fouts, PHK
Signage and Naming
In large hubs, cafés or central food service areas are sometimes given names that connect to brand stories and provide a strong sense of identity. Refer back to Naming & Coding standards for more information on selecting names for these spaces.
Jerry Rice, PHK
Booths
Booth seating provides a relatively calm and intimate nook set apart from the bustle of the main hub area. Booths that are partially enclosed provide surfaces for branding that can be viewed up close. Smaller details and nuanced storytelling provide added and unexpected interest.