Tuesday, 8 October 2013

Premier's Design Awards 2013 - Winner Nike + Nine

The winner of the 2013 Victorian Premier's Design awards is Nike + Nine designed by Local Peoples for Nike.

Premier's Design Awards 2013 winner Nike + Nine

The London Olympics Games was a global sporting focus in 2012, but, due to I.O.C. Rule 40 (Olympic Media Blackout) Nike was restricted from talking about the innovative products, technology and support they were providing to athletes all over the world during the games.

Nike + Nine - Winner Premier's Design Awards 2103

As a brand with a lot to say, Nike required a unique design solution.

Local Peoples designed and delivered Nike +Nine, a store that ran on London time (open at night, closed during the day) and featured a pinnacle retail fit-out, seamlessly combining physical and digital innovation with cutting edge interactive technology.

The design and delivery of the physical retail experience transformed an empty shell into an interactive window display by day and a fully functional physical and digital retail space by night.

The design needed to allow for minimal impact to the existing building, but to visitors it was a premium retail environment, to the level for which Nike is known. A system of pipes, referencing the London tube map, served as wayfinding devices, for visitors to navigate the space and various product stories, and a lightweight sculptural wall piece, onto which projections were mapped, formed the main physical elements.

By day, when the store was closed, visitors could still engage with the space using the store window, which was transformed into a massive touchscreen, through touch foil and projectors. People could select different key Nike products, bringing up detailed information – right on the window.

The use of innovative technology reflected the innovation of the Nike product and ensured that even when the store was closed, visitors could still interact with the space and have a unique brand experience. This also helped to build excitement, anticipation and awareness for when the store opened.

Nike + Nine - Winner Premier's Design Awards 2103

(text and images courtesy of premier's design awards)

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