In collaboration with: Random Studio
For the launch of this highly technical running shoe in Nike stores in Paris and London, the concept explored the feeling of weightlessness beyond Earth's atmosphere, translating the shoe's key promise into a spatial
Photography and video by TDM.Space
experience: running at zero gravity. The concept was developed consistently across both locations, while being tailored to each store's architecture, available space and allocated budget.
At Nike House of Innovation in Paris, as shown above, the space-inspired storytelling begins from a distance, with screens installed in the windows across every floor of the building, creating a visual journey that culminates in a soft-shaped, pitch-black installation
within the main window display. Inside the store, a treadmill experience using vacuum technology allows customers to physically experience the sensation of running in a reduced-gravity environment, bringing the shoe's core promise to life.
At Nike's flagship store in London, the visual interpretation of gravity was adapted to the building's exterior and interior architecture. The side windows convey darkness, depth and a sense of calm, while the central windows draw customers inside with clean white light, inviting them to immerse themselves in a space capsule
Here, soft lighting and a clean, highly structured presentation of information reflect the technology, precision and engineering behind the shoe. A kinetic installation, defined by its sinuous movement, captures attention and sparks curiosity, encouraging customers to explore the product and its innovative technology.
