NIKE+ HOUSE OF INNOVATION - SELFRIDGES WINDOWS|短视频|广告营销案例【ADGuider广告指南】

耐克 + 创新之家-SELFRIDGES 窗户

案例简介：简要解释为了在伦敦最繁忙的购物街之一脱颖而出，我们利用每种产品的主要特征，并将其转化为互动和/或动态的艺术装置，让公众参与进来。根据耐克的创新和设计理念，我们突破了技术和美学的界限，吸引和激励人们参观耐克 + 在 Selfridges 的创新之家。描述客户的简报耐克要求我们与耐克品牌设计 EMEA 合作，为伦敦著名的塞尔福里奇百货公司的八种革命性产品设计八个橱窗。设计过程耐克 + 希望在伦敦历史上这个独特的时刻推出他们最新的革命性产品。八个单独的窗户安装突出了集成到每一件作品中的细节和技术优势。为了说明这些决定性的品质，我们突破了技术的界限。例如，我们采用了 Nike + Fuelband 的运动跟踪元件，设计了一个经验的运动波形，由第一个窗口的路人运动控制。Nike Flyknit 橱窗用摆动的绿线视觉编织了三只鞋子，强调了一种革命性的新生产技术。第三个窗口挑战路人争夺最高的跳跃。由相机拍摄，结果显示在 16 面板屏幕上。结果通过不把窗户仅仅视为展示，而是积极地让我们的公众参与进来，这种交流变得个人化了: 穿西装的男人跳了起来，穿紧身牛仔裤的女孩聚集在一起，博客作者写了博客。在窗户关闭的 6 周之后很久，这个项目仍然在线运行，证明了人们连接到安装的各种方式 (包括在线和离线)。它强调了耐克对设计和创新的深刻信念，以及它在为橱窗展示媒体和互动广告设定新边界方面的领导作用。

耐克 + 创新之家-SELFRIDGES 窗户

案例简介：Brief Explanation To stand out in one of the busiest shopping streets in London we engaged our public by taking the main characteristics of each product and translating them into interactive and/or kinetic art installations. In line with Nike's philosophy of innovation & design we push the boundaries of technology and aesthetics, engaging and inspiring people to visit the Nike+ House of Innovation at Selfridges. Describe the brief from the client Nike asked us to collaborate with Nike Brand Design EMEA on designing eight window displays for eight revolutionary products at the renowned London department store, Selfridges. Design Process Nike+ wanted to unveil their latest revolutionary products during this unique time in London’s history. The detail and technical excellence that had been integrated into each piece was highlighted in eight individual window installations. To illustrate these defining qualities we pushed the boundaries of technology. For example, we took the motion-tracking element of Nike+Fuelband and designed an experiential kinetic waveform, controlled by passer-by movement for the first window. The Nike Flyknit window visually knitted three shoes with an oscillating green wire, emphasizing a revolutionary new production technique. A third window challenged passers-by to compete for the highest jump. Captured by a camera, the results were displayed on a 16-panel screen. Results By not treating the windows as merely displays but actively involving our public, the communication became personal: men in suits jumped, girls in skinny jeans gathered and bloggers blogged. Long after the 6-week period in which the windows were up, the project is still alive online, proving the various ways people connected to the installations (both on- as well as offline). It underlined Nike's deeply routed belief in design and innovation and its leadership role in setting new boundaries for the window display medium and interactive advertising in general.