Nike We Own the Night

No brand can afford to rely on old clichés

Especially when targeting women. The Nike+ event was in collaboration with Elle magazine, and needed a space that conveyed the culture of togetherness, attitude, fun, style and music.

Nike has been at the forefront of representing and empowering young women; and so our challenge was to deliver a concept that celebrated and appealing to the female running market, whilst representing both brands within the space.

Context

No brand can afford to rely on old clichés, especially when creating experiences for a savvy female audience. The Nike+ event was in collaboration with Elle magazine, and needed a space that conveyed the culture of togetherness, attitude, fun, style and music.

Nike has been at the forefront of representing and empowering young women; our challenge was to deliver a concept that celebrated and appealing to the female running market, whilst representing both brands within the space.

The result

Reserved only for those with the highest level of social currency, the Trench Experience is threefold; rich, brand storytelling is delivered in the craftsmanship room, followed by a personalised trench fitting and styling consultation, that then reveals an immersive, secret room.

Wearing your selected trench, you’re transported to your chosen nature-scape, with seamless 360 projection, gesture-controlled content and special effects for awe-inspiring captivation. An unparalleled experience for an iconic product. Intrigued? You should be.

“Burberry’s social retail store marks a shift in how we engage with our customers and we can’t wait to share this innovative experience with the world.”

Marco Gobetti, CEO Burberry

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