Air Max Day 2019
Just Go Bigger - the Air Research Centre
The Air Research Centre is a living, breathing experimental space powered by Air. This remote outpost of Nike’s Department of Unimaginable temporarily landed in Beijing’s Sanlitun shopping district to celebrate Air Max Day.
Visions of the future as it looked from the past served as our inspiration. Tying to the throwback future theme of the Air Max 720 launch, we offered an playful exploration into the testing and experimentation of its development, celebrating the heart and soul of Air.
We wanted this to be more than just a beautiful stunt. It offered the opportunity to provide both a truly unique visual feast and a deeper dive into the creation of Air.
We zoned the space to allow us to draw people into our version of the future, with product and brand education at the heart of the experience. As the journey continued, so did the depth of immersion and opportunity to create within it.
The exterior of the research centre makes one thing clear - this is all about Air.
Gigantic bubbles form the walls and ceiling, creating an unmissable theatrical display in the centre of a wide open space. The bubbles illuminating and sequenced, add to the feeling of a living breathing experiment, both outside and in.
To add to potential dwell time, layers of branding were added to existing organic shaped seating in the surrounding area, incorporating the same theme and colourways.
This digital tunnel of content aimed to expand the mind in preparation for the experience ahead. 360º of LED panels surround visitors displaying the Air Max testing process.
These firmly established the vision for the Air Research Centre, building anticipation and drawing people through to the next space.
This imaginary laboratory space offered interactive experiments giving insight into the process and creation of Air Max footwear, leading with 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 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.
celebrated the vision for Air, and confirmed Nikes position at the forefront of tech
featured widely in mainstream press and across social media
exposed the experience to 1000’s in one of Beijing's highest profile districts