To promote the launch of its super-lightweight Hyperfeel running shoe, Nike has transformed its east-London store into a hub of multimedia activity, with a host of digital exhibits and events exploring feeling in art, science and sport. The 10-day festival (October 11-20) sees a programme of free workshops, performances and workouts take over its 1948 store in the trendy Shoreditch area.
The free sessions, in which consumers are active participants, have so far included creating a tactile foot casting with London designer Shamees Aden and British barefoot runner Kris Rai, and composing a vinyl recording and record sleeve with British graphic designer Ben Drury and Japanese sound artist Yuri Suzuki (based on a run around east London).
Four different artists – contemporary collective Universal Everything, Daniel Widrig, Quayola & Sinigaglia and Rhizomatiks – have each created in-store digital installations themed around ‘the body in motion’. In addition, a live interactive broadcast on dedicated online channel FeelTV (screened on Nike.com) will open up the festival to a global audience. By tweeting shout-outs and commands in real-time, digital viewers can impact performances by the London Contemporary Orchestra and British DJ Redlight, among others.
See Branded Festival Experiences for more on how retailers can amplify live events across online channels. For more on digitally enhanced environments, see Tech-Fuelled Retail Spaces, Altering Perceptions: Digital Reality, Sports Futures and Experiential Museum Design.