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House of Innovation - 000 NYC and 001 SH

基本信息
行业: 零售与分销
媒体:设计与品牌
风格: Minimalism
说明cnen
Background

Situation:

The ground floor, or Arena, of Nike’s House of Innovation (HOI) NYC/000 is a flexible space where Nike’s biggest stories are brought to life in immersive and unexpected activations. Nike Adapt BB was Nike’s first opportunity to showcase the storytelling power of the Arena in a product launch scenario.

Brief:

Launch Nike’s first self-lacing performance shoe, Nike Adapt BB, and give customers a behind-the-design look at the 30-year journey leading to the launch of Nike’s newest innovation platform – Nike Adapt. Enable and inspire customers of all skill levels to “Find their Perfect Fit.”

Objectives:

Position Nike Adapt BB as the future of performance basketball footwear by creating the ultimate sport and innovation experience at HOI NYC/000. Show how Tinker Hatfield’s original vision of self-lacing shoes has progressed through experimentation and testing in Nike’s innovation labs leading to a product will change performance footwear forever.

Describe the creative idea (40% of vote)

The concept for launch was to transform the Arena into the Nike Adapt Testing Lab, a fully-functional athlete testing space inspired by the Nike Sport Research Lab (NSRL) at Nike World Headquarters in Beaverton. As a nod to the electrical and mechanical components that power the product and enable the auto-lacing features, the space was also designed to be a “powered” environment inspired by data-centers, server rooms, and supercomputers.

The environment was anchored by an immersive, digital trialing area that allowed customers to experience the revolutionary benefits of the product first-hand. Storytelling also included subtle cues to the Nike Air Mag’s iconic appearance in the film Back to the Future, complete with a custom-built Flux-Capacitor display case and original Air Mag prototypes and components borrowed from Nike designer, Tinker Hatfield, himself

Describe the execution (40% of vote)

The journey began in an immersive tunnel made from server rack components. The ‘servers’ were outfitted with blinking blue lights as a nod to the signature blue lights found on the product. An array of speakers overhead played a custom-built soundtrack inspired by the iconic sound of the lace engine tightening.

Next, customers encountered a curated display of prototypes, failed experiments, testing machines, and sketches straight from the Nike Innovation team that created the self-lacing technology. The journey continued on to The Brain, a theatrical sculpture made of direct-view LED screens and blue electrical cabling that epitomized the ‘hacked’ aesthetic of the space.

The basketball trial area adjacent featured responsive LED floor tiles and walls as well as motion capture cameras. Finally, the customer was invited to ‘Find their Perfect Fit’ in the Try-on area, in a bright, white space complete with a full-size run of product designated for trialing.

List the results (20% of vote)

While the trial experience was the focal point of the journey, the customer experience was augmented with secondary storytelling layers that allowed customers to explore the benefits and digital functionality of the product as well as get a glimpse into the process of real Nike Innovation.

In the first 4 weeks of the 8-week launch timeline, the Nike Adapt Testing Lab saw 1200 customers trial the Nike Adapt footwear with solid sell-thru. Digital storytelling served 25.2M impressions in the NYC metro area with “Nike Adapt BB” as the top performing keyword, driving 60% of search volume and the majority of store visits.

The Nike Adapt Testing Lab was the most elevated and interactive customer experience for Nike Adapt BB launch across all Nike Global platforms. Customers on floors 2 and 3 lined the railings just to watch the digital court in action below.
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2019
入围 设计
Retail Installation & Experience
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