The sense of air is materialised through a series of Instagram-ready installations, demonstrating the features of the new product and engaging consumers in the innovation process. Acrylic, plastic, steel machinery parts and exposed tubings are used to formulate a space very much like a laboratory where people are encouraged to explore and experiment. An impressive large AIR MAX 720 sole floats in the air welcomes consumers at the entrance. Exposed tubes connecting the inflated plastic bubble sole is a recreation of the production process where the air is injected into the sole. Industrial fans installed under the translucent glass back-lit floor slowly pulsate as if it is deep in sleep; but once consumers pick up one shoe displayed around the installation, the fans below will go on full speed, translating the enhanced comfort and lightweight of the product into space.

Constant reinvention of a basic idea is at the core of Nike. Thus, instead of only showing the finished products in the end, progress is the focus of the design. Ten original prototypes of Nike Air collections are placed inside acrylic tubular cases, freezing the moment when imagination is brought to reality. Consumers can see the evolution of the air bubble soles, from a bold concept to the final production. At Innovation Centre, the parts of footwear are laid under glass hood where bubble‑like props support the product, dissecting the creation of the footwear. Just above the innovation zone, a large winding conveyor belt hanging upside down from the ceiling continually transport new products in a loop, celebrating the constant emerging innovation.

Aside from eye-catching displays, the more interactive and entertaining installation also engages consumers on different levels. A large screen shows a waterfall of breathing air bubble animation. However, there is more to this large-scale multimedia installation than the meet of eyes. Consumers are invited to put on the shoes and challenge each other on the reactive floor to step on as many bubbles as possible. Through the game-play, this installation successfully engages consumers with unique hands-on experience.

Intriguing and fascinating interactive installations inspire consumers to explore the creative process behind the products, tracing the design back to the birth of the ideas. Turning the space into a lab full of intertwining wires and intricate machines, it sparks immense curiosity in all of us, especially young people in the city, to dream big, continually experiment and stretch boundaries.