Produced by: Dan Hwang
Written by: Paul Kim
Nike.Sneakers.Athletes. Scott Denton-Cardew?
Nike has established itself a long time ago as a powerhouse in our culture speaking to virtually everyone athletes, artists, sneakerheads, etc. As if staying relevant for over three decades was not hard enough, Nike has been a pioneer for just as long. In order to continue their success, they need to stay ahead of the game. One of the most trusted to execute such an extraordinary task is Scott Denton-Cardew. Basically, he’s a sure-thing. Originally from London, now based in LA, Scott has come a long way from his days at the now-defunct seminal music magazine Ray Gun. Nowadays he provides identities to super-companies such as Nike and Sony. Denton-Cardew has collaborated with Nike’s global brand design division since 2004 before starting his own company, D-CD Denton-Cardew Design. However, his work is not exclusive to Nike. He has created motion graphics for MTV, TNT, HBO and Toyota, as well as a film for Bombay Sapphire for Heathrow’s new Terminal 5. Today D-CD is a multi-disciplinary design company working with clients from Sony to Converse, to USC and Cole Haan.
Denton-Cardew has created unforgettable retail experiences from several locations in California to New York City to Taipei. He’s had creative control over the image of Nike’s collaborations with Apple as well as with Opening Ceremony. From Nike’s collaborations with Apple (Nike+) to retailer Opening Ceremony, the latter involved the production of hand screen-printed posters to mark the launch of the 2008 Olympic Games in Beijing, as well as Nike Sportswear. Denton-Cardew also created the platform for the announcement of the men’s USA basketball team to the world that same year in Rockefeller Plaza in New York City. Though majority of the staging were temporary, with some stood for less than 24 hours. However, Denton-Cardew’s approach as if each was a permanent structure made them a lasting visage in the mind of visitors.
Other celebrated projects by Denton-Cardew include the brilliantly unconventional grass basketball court design for the launch of Kobe Bryant’s fifth installment of his signature sneaker line. He’s also responsible for the vibrant transformation of the very organic Brazil themed Bluhouse on Venice Beach, California. The pure talent and broad scope of his ability cannot be denied when Cardew’s Bluhouse is juxtaposed with his Nike+ work at Niketown in New York.
So, what came first the chicken or the egg? Obviously, Nike has had a stronghold on the market for a long time now. At the same time, Cardew’s cultural influence is undeniable. There is no questioning his contribution to Nike’s immense success. His ability to provide the ultimate consumer experience can be easily overshadowed by the overall sum and sheer magnitude of a brand’s name and logo. It is, however, work by someone like Denton-Cardew who furthers the greatness of the brand’s image advancing our culture.
Freshnessmag.com is proud to introduce the very first installment of Fresh & Creative featuring Scott Denton-Cardew and Denton-Cardew Design. Established as an avenue to inform readers about the unseen forces driving culture in the fields of all things art, Fresh & Creative constantly challenges readers to question our environment and origins.