Nike move-to-zero House of Innovation takeover
We teamed up with Nike to help translate their Move to Zero campaign into a physical environment for a store takeover at the House of Innovation in Paris. The brand’s longterm journey towards zero carbon and waste is a constellation of different stories and ideas that has so far mostly lived online as a Circular Design Guide.
We were excited to tackle the challenge of transforming the website into a dynamic physical space, full of tangible, moving parts; one that both brings customers into the brand’s sustainability story, but also informs, educates and inspires them to become part of the journey by getting involved in caring for their own products.
Filling the ground floor of Nike’s House of Innovation on the Champs Elysee, the space proposes a holistic, circular journey that makes visible the many layers of production, from material choices right through to the refurbishment of products, through concrete examples. Starting from the windows, visitors see a conveyor belt moving trash across the display, while inside screens add a digital layer that brings to life the different products made out of this material. Next to the belt, you can even drop your old Nikes into a bin to turn them into a new product. Instead of encountering perfect, finished products, visitors get a behind-the-scenes look into a sustainable cycle of production in action.
In the centre of the store, a museum-like set up of 10 cabinets continues the journey by exploring the core principles of Nike’s Circular Design, each telling a different microstory through a graphic composition of information, images, videos, materials, case studies and products. Drawing on the grid systems of web design, we created 4 multi-layered template layouts for the cabinets, ensuring that each could host a range of different content. In keeping with our own sustainability efforts as a studio, we worked on keeping the production process streamline by using only 4 designs, building the cabinets with sustainable materials, reusing fixtures from previous campaigns where possible and designing the infrastructure to be reusable for future campaigns.
In the Trash Hacker’s Gallery, pedestals and mannequin podiums in the middle of the space provide a platform for ‘hacked’ creations made by local talents and curated by the House of Innovation. After learning about the brand’s sustainable efforts and best practices, visitors can visit the TrashLab to prepare for getting hands on. Here, they receive a DIY kit and learn how to repair and upcycle their own products. Rounding off the brand’s sustainability story with a DIY actionable activity transforms the space into a more collective, connected experience, where visitors are inspired to play a role in sustainability too.