Nike’s Twistable Building
US sports giant Nike rarely goes for the subtle option. And its latest surreal marketing campaign, combining interactive projection mapping technology and public architecture, is no exception.
In a one-day advertising experiment to launch its new, highly flexible Nike Free running shoes, unsuspecting members of the public in Yakohama, Japan were confronted with a single shoe, sat atop a waist-height podium. Squeezing, folding and generally contorting the shoe appeared to reshape the appearance of a neighbouring building.
The campaign was conceived in collaboration with the Tokyo division of American advertising agency Wieden + Kennedy.
For a deeper exploration into how digital technology is being integrated into the architectural landscape, see Stylus’ Events report: Media Facades.