Redefining the Retail Experience
The Nike VJ Installation was created to redefine the retail experience – inspiring its visitors to express themselves though original art and music in an event ideally tailored to Nike’s core demographic: everyone.
With a giant video wall as their canvas, visitors were invited to stand before a podium with a pair of custom-built sneakers (designed to feel like a classic two-turntable setup) equipped with gaming controller technology that allowed them to paint animated visuals and create sounds – using Nike shoes as their brush.
In bringing this first-of-its-kind installation to life, Mirada partnered with fine art collaborators James Jean and David Choe, who each lent iconic imagery and rich new designs inspired by their respective shoe. And along with the visuals, each shoe was paired with a custom audio track created by DJ Cut Chemist.
Mirada designed visual elements informed by the Nike Free 3.0 and Air Max – and brought them together with elements from the famous works of Jean and Choe. Digital artists then took those compositions and created individual animated elements and recomposed them to generate digital brush strokes that could appear on screen as the visitor took control of the shoe in 3D space.
Created for one or two players—for either high user turnover or extended play—the installation was designed to be visible from the street; its rich visuals and interactivity positioned to entice passersby into the store. Once inside, bold music and imagery permeated the senses. Then, with an iconic pair of Nikes in hand, the user is prompted to rotate this pair of Nikes; each side of the two shoes triggered unique digital “brushstrokes” that combined sneaker iconography and artist imagery – animating each element. When the user moved the shoe forward on the z-axis, the image on screen zoomed in for macro detail. Or, by adding secondary movement, visitors could play with audio – scratching and switching loops. At the same time, visitors could also toggle to “exploration mode” on an embedded tablet to scroll through high-def Nike shoe photography on-screen.
—the installation was designed to be visible from the street; its rich visuals and interactivity positioned to entice passersby into the store.
At its core, the Nike VJ Installation is an artistically aspirational experience—one that equates creativity to sport, and every visitor to an athlete in the imagination game—elevating the creative inspiration of everyone who participates, empowering them, and leaving them with Nike’s message ringing in their minds.