Nike 'Mark of a Great Story Exhibition'
The Idea:
The Nike DNA archive looks to connect its local communities and tribes around the world and help communicate Air Max impact within the community, reveal archive history of Air Max and show how they have left a mark in the world and give new audience a chance to explore how they leave their mark via. A mixed media exhibition in Melbourne, Australia.
Work Completed
Mixed Reality Exhibition Design, UI & UX of Kiosk Prototyping, UX Research, User Journey Experience, Prototyping and wireframes.
The Problem:
Nike DNA is a physical & digital archive of the entire history of Nike. DNA is the heart & soul of storytelling at Nike. Nike currently has a wealth of stories from its 58 years of history which it wishes to share. However, even if the archive was made available to the public in its currently form it would be unintelligible to the public. Nike wishes to share the history of Air Max and the tribes/subcultures that adopted the shoe to a new audience and will need to juxtapose Air Max history with personal stories in order to inspire the communities around the world.
Context
Air Max has been adopted by various groups/subcultures since its introduction and wearers left a wealth of stories and experiences. Nike is looking to explore how they can tell those stories in a real meaningful way. A proposed trial exhibition will be in Melbourne Australia to test the feasibility and viability of the solution.
Key Mechanics
NFC Tags (Tags):
NFC Tags (Tags) is your immersive companion for “The Mark of a Great Story” exhibition! Experience captivating stories and preserve cherished objects with our free NFC Tag. This handheld device will be your guide throughout the exhibition, enabling you to effortlessly collect and engage with the exhibits. By simply tapping your Tag, you can gather stories of interest and unlock a wealth of information. Each Tag has a unique code that allows you to revisit your collection through our online portal, providing a deeper dive into your remarkable discoveries. With the stories you have collected, the Tags transform the interactive experience into a truly personalised journey, tailored to your interests and curiosities.
Display Kiosk:
The display kiosk aims to provide an enriching and captivating experience for visitors, allowing them to delve into the remarkable history, diverse subcultures, and captivating personal narratives connected to Air Max sneakers. Each kiosk represents a distinct Air Max model and features a worn-out donated shoe, accompanied by an LCD display that showcases the owner’s compelling story and provides valuable information about the cultural significance of the shoe. To ensure that everyone can fully engage with the kiosk, it offers multiple language options, audio transcripts, and alternative features that cater to individuals of all ages and those with disabilities, creating an inclusive and accessible experience for all visitors.
“The Stage” Interactive floor
This remarkable playable area offers a truly immersive experience for our valued visitors, allowing them to engage with the Air Max culture in a way that is both captivating and meaningful. The interactive floor, adorned with visually stunning graphics, represents the vibrant subcultures that have embraced Air Max sneakers, instantly drawing visitors into a world of creativity and self-expression. As visitors enter the play area, their every mark and movement is transformed into a tangible display, providing a unique and engaging experience. Through seamless transitions on “The Stage,” communities’ transformative power is showcased, inspiring visitors to realize their influence as Air Max ambassadors. This ambient journey encourages self-discovery and empowers individuals to make a lasting impact on the Air Max community and beyond.
Storyboard
Research
Cultural significance
The Air Max line boasts a rich and intertwined history with underground subcultures spanning the globe during the 80s and 90s. Whether it’s the Air Max BW, which became synonymous with the vibrant gabber culture in the Netherlands, or the TN model embraced by the Melbourne and Sydney Eshay/Chav culture, Air Max sneakers have always been revered for their exceptional quality and unparalleled comfort. These shoes were specifically designed to withstand the demanding rigours of various activities, proving their durability and reliability in the face of harsh conditions.
Exhibitions Research
The inspiration for this project derives from immersive visits to prominent exhibitions and museums in Melbourne, coupled with comprehensive research on Nike’s captivating displays exhibited in their flagship stores. These sources of inspiration profoundly influenced the final solution, shaping its scope and direction.
Target Audience
The primary Audience for this exhibition is 15-25 year olds as Nike is looking to indoctrinate the next generation into the Nike tribe. The secondary audience is aged 25-35 who are the current tribe. Lastly the tertiary audience is aged 35+. They belong to the previous tribe in which their Mark the focus and celebrated in the exhibition.
Locations
New York City, USA
Nike House of Innovation NYC. Kiosks and Mini Stage displaying the flexibility of this concept. Fits into the Nike Environment.
Shanghai, China
Nike House of Innovation Shanghai. They have used the Interactive Wall for similar events in the past.
Trial Location, Australia
The event will be hosted in Federation Court at the NGV as it is a wide open space and is a highlight of the NGV and thus will attract a crowd. It is under cover therefore exhibition be open without weather concerns.
