Nike Nike China Air Max 2016
Expanding the creative expression of the iconic Air Max sneaker. In collaboration with Nike China Brand Design, we worked across multiple aspects of Nike’s largest ever international celebration of the iconic Air Max sneaker. Developing concepts that would take sneaker lovers on a unique and immersive journey through the evolution of Air Max.
In Hong Kong we created an immersive exhibition at the city’s Fringe Club. An inside out design aesthetic with pipes, funnels and exposed structures in bright primary colours all relating to the heritage of Air Max and the ‘Visible Air’ concept. We utilised innovative technologies to create an elevated NIKEiD experience, where consumers could 3D projection map their customised designs onto a physical product.
The Air Max Con exhibition was a huge success gaining lots of press coverage with our rooftop design becoming an iconic moment of Air Max day across the world. Visitors included Nike CEO Mark Parker and influential Japanese designer Hiroshi Fujiwara.