An infinity room for NikeLab
NikeLab fuses physical retail, online commerce and digital engagement environments in order to provide customers with Nike’s innovative expressions. For the launch of the LunarEpic Flyknit shoe in the London store, we conceived an immersive space that invited visitors to put the shoe to the test in an experiential set up.
With the Infinity Room, one could discover the shoe’s features by actually wearing them in action. Amid a pulsing light- and soundscape, and fully surrounded by mirrors, the athlete-for-the-moment ran on a real treadmill into what seemed to be infinity. Automatically triggering cameras, runners are shot from three different angles: front, feet and back. As a bonus, one left with a personalized kaleidoscopic video – created in real time and delivered within seconds afterwards to their mailbox.
We have developed an expertise in immersive installations with a focus on the creation of shareable imagery. Earlier collaborations with Nike include an animated LED football pitch for the European Street Football League Final in Berlin called Nike Football X, and a surveillance-themed installation to mark the drop of a strictly limited edition footwear, created with Errolson Hugh of avant-garde label Acronym, NikeLab x ACRNM.
Concept Development, Creative Direction, Design, Hardware/System Architecture, Software Development, Animation, Set Construction, Installation, and Operation
Ink Associates — Set Construction and Installation