Immersive Takeover of Nike’s House of Innovation for Air Max DN8
As part of our ongoing collaboration with Nike at the House of Innovation in Paris, we created another immersive spatial takeover to mark the launch of the new Air Max DN8.
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A Multi-Sensory Environment Inspired by Innovation
The experience translates the shoe’s design innovations into a responsive, multi-sensory environment—combining large-scale light installations, reactive audiovisual moments, and interactive touchpoints that highlight the features of the latest ‘Air’ innovation.
Dynamic Storefront Activation
In the front window, a robotic arm equipped with a magnifying screen spotlights key innovations of the DN8, dynamically showcasing its performance features. As the robot selects from eight distinct colorways, it initiates a synchronized light show that envelops the entire retail space, with environmental lighting and digital content shifting to mirror the chosen hue.
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Bringing Innovation to the Heart of the Store
At the center of the store, the 1,000m² Arena was transformed into a dynamic space that brings the product’s four core innovations to life. An 8-shaped ceiling light—representing the shoe’s eight air bubbles—shifts color depending on the mode the space is in.
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An Evolving Narrative in Real Time
As visitors move through the space and interact with the environment, digital content shifts in real time—unfolding the DN8 story layer by layer. The result is a dynamic brand experience where design, innovation, and movement converge—capturing the essence of the Air Max DN8 and translating it into a playful spatial narrative.
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Four Interactive Pods, Four Core Concepts
Four interactive pods offer visitors a chance to physically explore each concept:
Unreal Sensation
Reflective kinetic rings ripple outward, demonstrating how pressure disperses through the sole.
Unreal Flow
A motion-responsive light sculpture animates the shoe’s airflow system, engineered for impact absorption.
Unreal Cushioning
A responsive floor surface showcases the new cushioning technology, adding lift and bounce to every step.
Unreal Motion
Layered projections reveal the DN8’s design DNA, offering a detailed breakdown of its innovation-first ethos.
- For:
- Nike
- Year:
- 2025
- Size:
- 1000 M2
- Location:
- Paris, FR
- Sector:
- Sportswear
- Role:
- Experience Design, Art Direction, Spatial Design, Sound Design, UX/CX Design, Research
- With:
- Uncanny Valley – experiments and digital content Satis&Fy – production partner
