For the Nike x BGN collaboration at Selfridges London, I oversaw the creative direction and installation, helping translate the partnership into a physical retail and cultural experience. The project brought together Nike’s global sports culture with BGN’s storytelling driven design approach, transforming the Selfridges retail space into an immersive environment that connected product, narrative, and visual identity. My role focused on shaping the creative concept, guiding the installation process, and ensuring the space communicated the collaboration in a way that felt both culturally relevant and visually distinctive within one of the world’s most influential retail environments. The installation helped generate significant cultural traction, attracting strong in store engagement while extending reach across digital platforms and international fashion and streetwear media.