Nike House of Innovation

For Nike’s Fifth Avenue flagship store—one of the brand’s most ambitious retail environments—DEX collaborated with the Nike design team to create a dramatic elevator shaft accent façade. Drawing inspiration from Brutalist architecture, the design called for large-format high-performance concrete (HPC) panels with the raw, expressive character of cast-in-place concrete.

To achieve the desired aesthetic—marked by natural mottling, tonal variation, and subtle surface texture—DEX developed engineered HPC panels that echo the depth and movement of poured-in-place construction. Unlike true cast-in-place walls, however, these panels were limited to a maximum thickness of just 2” due to sidewalk setback constraints. By casting panels vertically, DEX was able to replicate the authentic surface expression while delivering the precision and long-term performance required for a busy urban environment.

Engineered for New York City’s demanding climate, the panels provide durability against freeze-thaw cycles, moisture, and heavy urban wear—ensuring the façade retains its bold presence over time. The result is a façade that feels rugged and tactile, yet is carefully engineered for performance and constructability—bringing Nike’s vision of raw strength and authenticity to life on one of New York’s most iconic retail streets.