{"id":1297,"date":"2019-11-01T04:14:20","date_gmt":"2019-11-01T04:14:20","guid":{"rendered":"https:\/\/coordination.asia\/?post_type=portfolio&p=1297"},"modified":"2023-06-03T05:11:39","modified_gmt":"2023-06-03T05:11:39","slug":"nike-huaihai-beacon-ws19","status":"publish","type":"portfolio","link":"https:\/\/coordination.asia\/zh\/portfolio\/nike-huaihai-beacon-ws19\/","title":{"rendered":"\u8010\u514b\u4e0a\u6d77\u2009001 WS19\u2009\u7cfb\u5217"},"content":{"rendered":"
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Nike\u2019s WS19 collection calls on the hot\u2011blooded athletes to defy the harsh conditions in winter. COO helped Nike to devise a series of engaging installations that highlight the enhanced performance against weather elements in winter. The immersive lab\u2011like environment at Nike\u2019s House of Innovation along with the flagship store on Huaihai Middle Road in Shanghai summon all Nike fans to stay active even on a rainy, cold day in winter. House of Innovation is transformed into an enthralling lab-style environment. A variety of installations and displays throughout 4 floors reveal the creative process, matching the unique retail concept to guide customers through the journey of innovation. Meanwhile, also focusing on the weather-defying narrative, dynamic displays turn Huaihai Road Flagship Store into an urban playground.<\/p>\n\n\n\n

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Capturing consumers\u2019 attention at the entrance of House of Innovation, a set of four captivating acrylic tank stand on the backlit glass floor with light grids underneath, showcasing water repellence features. Consumers are encouraged to test the product\u2019s abilities to provide the runners with a damp-free jogging experience. One tank triggers rainfall, and another sprays water on the shoe, proving the water\u2011repelling ability of the footwear. Inside one tank, pushing the button triggers robotic arm to press the shoe into a puddle, creating splashes without wetting the shoe. The entangling transparent tubes and pipes further gives the space an industrial vibe. Under each shoe displayed on pedestals made of clear glass and metal mesh, sits a speaker with water which turns into dancing droplets with vibration.<\/p>\n\n\n\n

Another feature of the collection\u2009\u2014\u2009reflectivity is presented with a striking light installation. An immersive environment is created with metal grid on the ceiling and highly-reflective film on the black rubber floor. With black glass as a backdrop, the installation directs focus on the fleet of shoes suspended in the centre. Flickering flashlights create mesmerising light effects on the shoes. On the other side, a large screen captures consumers\u2019 outlines in vibrant thermo colours to translate the movement into moving heat. Freestanding screens form a three-dimensional collage that reveals more information about the products. The display visually communicates warmth with the vibrant colours and moving thermographic.<\/p>\n\n\n\n

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