Nike Print, Design & Branding, Case study NIKE+ HOUSE OF INNOVATION - SELFRIDGES WINDOWS by Staat Creative Agency

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Industry Sportswear, Athletic Footwear & Accessories
Media Print, Magazine & Newspaper, Design & Branding, Case study
Market Netherlands
Agency Staat Creative Agency
Released May 2013


Cannes Lions 2013
Design Lions Point of Sale Gold

Credits & Description

Type of entry: Environmental Design
Category: Point of Sale
Advertiser: NIKE EMEA

Decor/Construction: (The Set Company)
Technical Development/Realisation: (Jurlights)
Interactive/Kinetic Development/Realisation: (Random Studio)
Brand Design: (Nike Brand Design EMEA)
Overall Concept/Creative Direction/Design: (...,staat)

Brief Explanation
To stand out in one of the busiest shopping streets in London we engaged our public by taking the main characteristics of each product and translating them into interactive and/or kinetic art installations.

In line with Nike's philosophy of innovation & design we push the boundaries of technology and aesthetics, engaging and inspiring people to visit the Nike+ House of Innovation at Selfridges.

Describe the brief from the client
Nike asked us to collaborate with Nike Brand Design EMEA on designing eight window displays for eight revolutionary products at the renowned London department store, Selfridges.

Design Process
Nike+ wanted to unveil their latest revolutionary products during this unique time in London's history. The detail and technical excellence that had been integrated into each piece was highlighted in eight individual window installations.

To illustrate these defining qualities we pushed the boundaries of technology. For example, we took the motion-tracking element of Nike+Fuelband and designed an experiential kinetic waveform, controlled by passer-by movement for the first window. The Nike Flyknit window visually knitted three shoes with an oscillating green wire, emphasizing a revolutionary new production technique. A third window challenged passers-by to compete for the highest jump. Captured by a camera, the results were displayed on a 16-panel screen.

By not treating the windows as merely displays but actively involving our public, the communication became personal: men in suits jumped, girls in skinny jeans gathered and bloggers blogged.

Long after the 6-week period in which the windows were up, the project is still alive online, proving the various ways people connected to the installations (both on- as well as offline). It underlined Nike's deeply routed belief in design and innovation and its leadership role in setting new boundaries for the window display medium and interactive advertising in general.