After opening its flagship store on the Champs Elysées, Nike wanted to have smaller shops in Paris, ones that fully reflected the Nike culture but also blended into Parisian architecture.

Nike aimed to adapt a concept that had been developed for large spaces in the US to a less spacious three-story building and display its entire range of footwear and sportswear.

Dragon Rouge used all of the space available, from the basement to the upper levels, without changing the architectural codes of the renovated building: plaster of Paris, cast-iron columns typical of Haussmann-era buildings, highlighting of vaulted ceilings in the cellar, etc. Customers are “invited to” a track and field event, as recycled materials (resin and rubber) integrated into the parquet guides them from the ground floor to the mezzanine. The Nike spirit is reflected in gigantic sports images projected onto or hung on the walls. These images are visible from the street and tempt passersby to come in and discover a new universe.