In celebration of the 2015 World Athletic Championships in Beijing, we transformed a sleek art gallery to showcase NIKE’s HOLIDAY 15 collection and their new running community N+RC (Nike+ Run Club). ‘THE NIKE STUDIO’ includes two high-impact, high-energy workout labs, as well as a one of a kind product exhibition.
为了庆祝2015北京国际田径锦标赛，我们将一间精致的画廊摇身一变，成为能够呈现耐克HOLIDAY 15产品系列以及其跑步社区N+RC（Nike+ Run Club）的场所。“工作室”包括了两个具有高度视觉冲击力以及高能体验环境的运动实验室，以及独特的产品展示空间。
The Nike Studio
The 1200sqm space has been turned into a fully immersive experience based around ideas of infinity and empowerment – from the bright product displays, to the dark, intense workout studios, athletes are sure to leave feeling fitter, faster and more motivated.
The exhibitions highlight each of the Nike products, and make the unique art installations stand out. Following a theme of transparency and lightness, the 2015 winter season’s ‘Flash Pack’ and ‘H015’ are displayed within a sparse, white room, with the shoes and jackets carefully arranged across hovering, linear panels and mirrored booths.
Another feature from the collection exhibited in the ‘STUDIO’ is the ‘ZOOM’ series. These items are installed onto rows of semi-transparent LED screens, and as a reference to traditional track and field elements they are lined up one after the other, with shoes and jackets floating against the illuminated backdrop. The fast, uplifting atmosphere includes bold, animated graphics and detailed product information.
Venturing into another room of the gallery, the ‘IAAF’ zone consists of national uniforms from China, the UK, the USA, Kenya and Germany within four highly reflective containers. The outfits look like they’re being worn by an invisible body, and are surrounded by glowing red and white frames.
As part of the ’STUDIO’ experience, athletes can also engage in training sessions. The workout studios are rendered almost entirely black, and create a strong contrast against the free-floating exhibition spaces (suggesting that there is no messing around or slacking off). These rooms are dark and very intense, with sliding mirror doors that can be closed to help people get into the zone. Other areas include an ‘Athlete’s Lounge’, where people can hang out and re-charge, as well as lockers and washrooms, with words such as ‘Don’t dream of it, train for it’ emblazoned across the walls to help motivate athletes.
’It’s really fun to work with Nike again, they have such a strong design focus and attention to detail. The NIKE STUDIO in Beijing offers more than just a workout session, or a chance to display the latest products, visitors will have a completely immersive experience, and come away feeling fitter, faster and more motivated.’ says COORDINATION ASIA Founder and Design Director Tilman Thürmer.
“与耐克这样一个具有强烈设计聚焦性同时注重细节的客户合作非常有趣，北京的耐克工作室展现的不仅仅是一些运动课程，或是一个最新产品的展示机会。来宾们能够在此得到完整的体验，如何变得更健康，更快更有动力。”协调亚洲创始人, 设计总监迪尓曼 • 图蒙如是说。
’It’s really fun to work with Nike again, they have such a strong design focus and attention to detail. The NIKE STUDIO in Beijing offers more than just a workout session, or a chance to display the latest products, visitors will have a completely immersive experience, and come away feeling fitter, faster and more motivated,’ says COORDINATION ASIA Founder and Design Director Tilman Thürmer.
Jin Jin Wang
Genera-tions Production Limited
NIKE SPORTS (CHINA) CO., Ltd
Genera-tions Production Limited