For the Shanghai debut of its high-tech football boot, COO created an experiential showcase to illustrate core qualities of its revolutionary new shoe. The 3,000 m2 temporary space reflected the boot’s aptitude for precise, attack‑focused play while engaging visitors through interactive games and impressive demonstrations, all in a highly shareable setting.

The inspiration behind the three-day showcase was the engineering of the Phantom boot itself: triangles. The high‑performance shoe has been designed to support a trio of foot bones, all of which play a crucial role in ball control. A uniquely robust structure, suggestive of speed, attack and of course, strategic pass formation in football, the shape made for a strong visual metaphor of both the footwear’s form and its function.

All about precision were triangles become a recurring theme in throughout the space. Most prominent was a triangular gateway or portal, complete with an LED lightbox, through which visitors entered the futuristic, high-tech space. An intriguing invitation for passing pedestrians to enter and elevate their skills, it underpinned the product’s unique strength from the outset.

Inside, a separate information counter and customisation station were positioned in front of fast-paced video screens, illustrating the relentlessness and speed of Phantom in flight. Throughout the space, tough, uncompromising materials such as black metal mesh fencing were used to illustrate the deadly precision of the boot itself.

Beyond, a flood-lit central pitch hosted matches both organised and impromptu. With lockers and changing areas for players, and space for spectators to crowd around and cheer, the installation invited all participants to experience the adrenaline and pace of the beautiful game.

Inside an adjacent triangular pavilion, football fans can test their precision, control and stealth. Entering a dramatic caged arena, visitors were confronted with a deliberately disorienting, low-lit environment. Their goal is to adapt, switch and score inside an atmospheric setting where agility is everything. This translated to projection mapping following the players’ approach, kick, and the ball’s trajectory, creating a mesmerising infinity effect.

Immersive, atmospheric, and reinforcing the strengths of Phantom through design, COO’s Shanghai space took a 360 approach to communicate the Nike brand.