Nike Presents The Montalban Theatre
Retail & Activation Space
Introduction
Is there a stage big enough for a larger-than-life brand like Nike?
Actually, yes. And it turns out, it’s in a historic theater in the heart of Hollywood. The Ricardo Montalbán Theatre, near the storied intersection of Hollywood and Vine, is a 1920s Beaux-Arts building and a legend in its own right.
NRG helped Nike make the new hybrid venue space feel like a spiritual home; a place where art, fashion, and music could converge.
The long-term brand installation saw over 100 different large brand activations.
What We Did
What Didn't We Do!
When Nike’s Los Angeles division went looking for a temporary location to host retail and events, they found it in Hollywood’s Montalban Theater. Soon transformed into Nike Sportswear at the Montalban, the branded environment became the setting for a retail component open 5 days a week, limited edition product launches, film premieres, VIP parties, art workshops, live music, and cultural events.
To manage these activations, Nike entrusted NRG. Together, we produced a number of notable events, including the season premiere party for the CW’s The Game, the U.S. Premiere of Guy Ritchie’s RocknRolla, the launch of Questlove limited edition Nike Air Force One, and a night with Kobe Bryant.
We created a spiritual home in the heart of Hollywood, hosting over 100 activations.
