Brand & Corporate Experiences / Project story
Nike — Air Lab
Concept design · Cadimore
Summary
A footwear lab connects a clear product wall with hands-on customisation and a visible language of movement.
The Brief
Give visitors a reason to engage beyond looking at a shoe. The environment must connect the product, a making activity and the energy of sport within a straightforward route.
The Inspiration
Air suggests lightness, while a laboratory suggests testing and choice. The concept combines those associations through a suspended white form and a working customisation counter.
The Concept
A rounded white canopy floats above the activation, with red translucent elements marking its edges. Footwear is arranged in a legible grid; a central workbench makes participation visible from the approach.
The Experience
Visitors browse the shoe wall, select a direction and work with a presenter at the counter. The activity gives material and colour choices a personal context, shifting the encounter from display to involvement.
The Outcome
The lab turns a product launch into a practical act of choice. The visitor leaves the purely visual encounter with a clearer understanding of how a shoe’s character can be made personal.
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