Taking over London’s iconic Outernet, we partnered with Uncanny Valley Studio to create a sensorially immersive 360° experience to launch Nike’s first neuroscience-backed footwear in London – inviting consumers and passers-by to step into the power of the pre-game moment.
Nike Mind 001 is more than a product – it’s an innovation in performance and a catalyst for mental transformation. Our task was to translate this concept into a physical environment, transforming one of London’s most visited cultural destinations into a fully immersive expression of the pre-game moment, where mindset becomes the first competitive advantage.
Utilising both of Outernet’s immersive spaces – The Now Building and Now Trending – the activation embodied the same bold, elevated and unapologetically expressive nature of the product itself. Across large-scale wraparound digital screens, motion content developed by Uncanny Valley Studio enveloped audiences in light, movement and sound.
At the heart of the space, we designed a central interactive digital orb that acted as the visual and conceptual anchor. Intentionally simple in form, the orb allowed the scale and intensity of the surrounding digital executions to take centre stage, amplifying the narrative through motion, light and data-driven content.
Interactive elements invited visitors to actively participate, encouraging a collective experience in which audiences could ‘charge’ the orb together. This act symbolised the connection between body and mind, reinforcing the core message that performance is powered not only by physical preparation, but by mental readiness, ultimately unlocked through Nike Mind 001.
Inspired by the shoe’s key design feature – nodes engineered to stimulate specific areas of the brain – the activation surrounded visitors in a full-body sensory experience. Through 360° visuals, sound and responsive interaction, the environment demonstrated how Nike Mind innovation enhances performance, positioning Mind 001 as a new tool for winning.
CLIENT: NIKE
WHAT WE DID: STRATEGY, CONCEPT, DESIGN, PRODUCTION
LOCATION: OUTERNET, LONDON
COLLABORATORS: UNCANNY VALLEY STUDIO