Industry
Retail
Typography
Retail Design
We collaborated with Nike on the branding of their largest store in the world — right in the heart of Dubai. The concept celebrated the energy of the region through a bold typographic system rooted in Arabic letterforms.
Across the space, typography took centre stage — each zone featuring distinct styles inspired by the cultural and athletic pulse of the Middle East. The trial area, in particular, became a typographic statement: wrapped in Nike’s Arabic brand manifesto, rendered in powerful black type.
Working in collaboration with illustrator Mohamed Samir, we explored the expressive potential of Arabic typography — treating it not just as a language, but as a graphic system. The lines of the letterforms were inspired by basketball court markings, creating a visual rhythm that blended geometry, sport, and regional identity.
What made this project truly unique was the way Arabic type became both message and medium. It was the first time this approach had been used at this scale for one of the world’s most iconic brands — and a powerful example of how regional design can shape global experiences.
