Nike GC Air Max 2015

Air Max Day is a global celebration for sneaker lovers to rally together and celebrate their favourite iconic Air Max sneakers. We were commissioned by Nike to head the launch of Air Max Day in Shanghai. The aim was to showcase the history of Nike’s iconic Air Max by engaging sneaker lovers in interactive and innovative events, focusing on these three key projects.The retail takeover incorporated a series of instore installations creating an interactive and informative experience for the customer. The store was designed to lead the customer on a journey showcasing decades of Air Max heritage. Highlights included a epic digital countdown to Air Max Day, a sneaker wall, genealogy digital hub, foot selfie post, video wall and a deconstructed giant Air Max Zero. The Nike AMD Pop-up space was created as a fully immersive Air Max experience at Design Shanghai. For the centrepiece we created an oversized, steel framed Nike sneaker box with transparent walls featuring rows of air bubbles exhibiting rare examples of Air Max. To spread the campaign message we launched Mobile Air Max. We designed two vans reflecting the colourway of Air Max sneakers. The concept was to provide publicity around Air Max Day inviting clients to interact with AMD incorporating a digital pre-order station via iPad and opportunities to win competitions.

As part of Shanghai Design Week 2015 Spring Series we were invited by Nike Shanghai to bring the incredible YR Wall Touch – our brand new YR Wall Digital Graffiti Wall version that can be easily implemented anywhere, including outdoor events.

Taking pride of place on the stand, our YR Wall Touch enabled visitors to customize their own Air Max shoes, print the design and download the images using a printed QR code.

We invited guests to design their very own versions of Nike Airmax 1 shoes. Once designed, images of their creations could be easily shared and uploaded to social networks of their choice. Over the three-day exhibition, visitors designed 260 unique Air Max shoes using YR technology. The stand attracted bloggers, members of the press and sports shoe enthusiasts as well as members of the public.

The concept of the exhibition stand was part of a wider campaign to celebrate Air Max; we took our templates for the Air Max designs from this film, which stars Paris-based artist and avid sneakerhead Yué Wu. To honor Air Max Day in 2015, he created an animated video highlighting 33 different Air Max models. The countdown ended with the Air Max Zero.

The show, held at the Shanghai Exhibition Centre, featured many of the World’s premier design brands eager to satisfy the thirst of Chinese architects, interior designers and the country’s most influential buyers. Showcasing the best design brands from across the globe, Design Shanghai provides a unique and exciting platform to network and establish long-term business relations with China’s top architects, interior designers, developers, facilities managers and private buyers.

Our team were tasked with helping global sports brand Nike showcase the history of its iconic Air Max shoe – thank you to creative agency Rosie Lee for getting us involved.