An immersive in-store environment for NikeLab Milano

For NikeLab’s FA18 Tech Pack launch in Milan, we were asked to transform the store into an immersive retail experience and hub for the city’s sharpest creatives to come together for a series of in-store events. We designed and created a Tech Pack ‘Atelier’ that made visible, and physical, the inner workings of the collection.

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The Tech Pack collection is the sportswear of the future: engineered to the body, it integrates body-informed and environmental data into its designs. We wanted to create a hyper-responsive environment based on this ethos, seamlessly connecting and tracking the different spaces of the store and the people in it.

The experience started outside. The store windows were fitted with cameras so passer-bys could see themselves tracked on screen.
On the first floor, a conveyor belt scanned items from the collection, triggering product content on the screens above. A series of screens on the other side streamed and analysed live footage from the floor below.
A series of screens on the other side streamed and analysed live footage from the floor below.
A series of screens on the other side streamed and analysed live footage from the floor below.

The vaults celebrated the creativity behind the Tech Pack: all three product collaborations – designed with a handful of Milan’s top influencers – were showcased in a special exhibition space. Next to it was the workshop, a space where customisation events could be held.

  • For:
  • NikeLab

  • Role:
  • Concept Development, Creative Direction, Design, Software Development, Installation

  • With:
  • Fiction Factory

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