As part of Nike’s Air for Athletes campaign, we transformed Nike Town London into a vibrant hub of innovation with the creation of the Air Studio.
Bringing Nike's innovative AIR technology to life, we designed, produced, and installed the Air Studio – a dynamic and immersive space dedicated to celebrating Nike’s AIR technology.
Inspired by AIR innovation, the design captures its essence within the space, showcasing both current and new customisation elements in a fresh and original way.
At the entrance, ‘The Victory Runway’—a bespoke garment installation by artist Erica Myat—celebrated the cutting-edge technology of the Nike Air Zoom MaxFly collection. Inspired by the speed and agility of athletes, this installation used semi-transparent fabric to evoke movement and lightness, perfectly embodying the spirit of the MaxFly.
Spanning across two weekends, the Air Studio featured two key activations. Firstly, a dynamic panel discussion, bringing together global designers, London creatives, and Nike enthusiasts to delve into the innovative design process behind the Blueprint pack.
In collaboration with Parisian design agency Horah, the second activation, was an interactive workshop which offered guests a unique hands-on experience, allowing them to design and customise their own thermoformed bags.
Guests began their creative journey using virtual reality to conceptualise their designs before moving to the ‘Choose Your Gear’ station to select materials and bring their ideas to life.
This seamless blend of digital and physical experiences offered guests a unique and immersive opportunity to engage with Nike’s AIR technology in a completely new and innovative way. By combining digital exploration with hands-on creativity, the experience enhanced the Air for Athletes narrative while amplifying individual self-expression.
CLIENT: NIKE
WHAT WE DID: DESIGN, PRODUCTION, INSTALLATION, PARTNERSHIPS & ACTIVATIONS MANAGEMENT
LOCATION: NIKE TOWN LONDON
COLLABORATORS: ERICA MYAT, HORAH