Portfolio

Installations For All Conditions / Nike

Submitted By Max Kuwertz

Description

For the launch of the 2017 ACG (All Conditions Gear) collection, Random Studio created various stylised weather conditions (wind, rain and fog) that seized two of the brand’s stores in London and New York. I was responsible for Art Direction/Design and developed the concept together with Carsten Goertz.

1 — London: Wind
Conceived as a means of bringing about a relevant experience that connects people with a product devised for use in extreme urban weather conditions, visitors to the NikeLabs 1948 store in London encountered two actual in-store tornados. A system of fans created the vortex effect required and allowed the steam to be contained in wall of wind. Customers were able touch, play and break the tornados wind barrier, adding to the tangibility of the installation.

2 — New York: Fog
For NikeLab 21M store in New York we placed suspended sheets of “smart fog” amongst the apparel that reacted to approaching guests, changing from transparent to foggy. Motion sensors were used to trigger an eerie techno-fog effect as well as the interruption of an electrical charge causing the repurposed security smart glass to switch from transparent to the natural cloudy state.

3 — Shanghai: Rain
The prototype developed for the Shanghai store but not eventually realized in-store, was the experience of rainfall. Proximity sensors detecting users location triggered a combination of alternating strobe lighting and projected video content. When viewed through a trickling rain curtain the overall effect was one of frozen rain droplets with a backdrop of urban ACG video content.

Client

Nike

Agency

Random Studio
http://www.random.studio/

Media

Innovative Use of Media

Market

Fashion & Clothing

Credits

Creative Director

Carsten Goertz

Art Director

Max Kuwertz

Programmer

Moritz Theiselmann

Producer

Josh Radfort

Production Company

Fiction Factory

Views

8

 

Share To

Other Work

Follow Us