When a pop-up mall constructed from 60 Black Sea shipping containers opened in Shoreditch, East London, Nike were one of the first to set up shop.

Our focus was to create a centrepiece for the launch of this new space which made a spectacle of the new Nike+ FuelBand and helped people understand how it worked.

The Nike+ FuelBand display has 14 LED gradient lights which indicate how active the wearer has been that day. Red is the least active, and green means they’ve hit their daily activity goal.

That colour logic inspired our installation. With a Microsoft Kinect hack and discreet black glass panels, customers would discover a surprise when they stepped into one of the containers: a 3D LED particle mirror of their body. 

Credits

Creative Director: Masaya Nakade

Senior Copywriter: Guy Bingley

Art Director: Nick Bastian

Technical Partner: onformative

Film Direction: Us

Film Production: Academy

VM & Retail Interior: Millington Associates