Air Research Centre
Nike GC
Rosie Lee CreativeClient:
Nike China
Team:
James Nelson
Digby Reed
Joe Maloney
The inspiration? A vision of the future as it might have looked from the past. Leaning into the throwback-futuristic theme of the Air Max 720 launch, we created a playful, immersive experience that took people deep into the heart and soul of Air. This wasn’t just a flashy stunt—we wanted to build something that offered both a stunning visual experience and a genuine exploration into the creation of Air Max.
This imaginary laboratory space offered interactive experiments giving insight into the process and creation of Air Max footwear, leading to a recent technological breakthrough, the Air Max 720.
Through interactive Air testing pods, analysis bays and innovative footwear showcases, Nike’s Department of the Unimaginable aimed to capture and inspire the minds of the next generation of inventors.
The final space offers the most immersive experience and the greatest opportunity to take part in the creation of content. An expanded space displayed an array of creative visual expressions inspired by Air with screens of user generated content.
Through disruptive screen sequencing, Nike invites its guests to experiment with the world around them and use Air to Go Bigger with their own creative vision. Using video platform Vue, to create, share and contribute to the future of Air.