{"id":1326,"date":"2017-03-31T04:44:23","date_gmt":"2017-03-31T04:44:23","guid":{"rendered":"https:\/\/coordination.asia\/?post_type=portfolio&p=1326"},"modified":"2023-06-03T08:17:32","modified_gmt":"2023-06-03T08:17:32","slug":"nike-house-of-brilliance","status":"publish","type":"portfolio","link":"https:\/\/coordination.asia\/zh\/portfolio\/nike-house-of-brilliance\/","title":{"rendered":"\u8010\u514b \u975e\u51e1\u6bbf\u5802"},"content":{"rendered":"
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For Nike athlete Cristiano Ronaldo\u2019s China trip, COO helped Nike to create an immersive experiential exhibition in a former metal factory located in Beijing. With football as its central theme, the 1,520 m2 exhibition aims to convey performance, agility, and above all, speed.<\/p>\n\n\n\n

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Housed inside a former metal factory in the Chinese capital, the installation combined hands-on elements, brand education, and the product presentation of Nike\u2019s \u2018Mariah Flyknit Racer\u2019 shoe. Ensuring the spectacle\u2019s continued resonance both in the pages of the traditional press as well as social media, an eye-catching centrepiece alongside a treasure trove of Nike designs past and present made for memorable selfies that participants were eager to share. In a nod to the event\u2019s theme, football, the space was carpeted with white artificial grass, evocative of a pitch.<\/p>\n\n\n\n

A walk-in installation \u2018Speed Tunnel\u2019 channelled the precision and agility that centres around the Nike brand via 1,680 metres of pre\u2011programmed LED light lines. Their display was inspired by the power, expressiveness and astonishing speed of the guest of honour himself, Cristiano Ronaldo. Set against dynamic bronze streaks to convey velocity and vigour, the installation made for an eye\u2011catching centrepiece.<\/p>\n\n\n\n

Displayed on bronze pedestals shaped like a number seven, Ronaldo\u2019s number in all the teams, the archive allowed visitors to get up close and personal with yet another icon of sporting history. Adjacent, a chronology of 34 editions of the iconic shoe further celebrated both Ronaldo\u2019s remarkable career and the Nike brand.<\/p>\n\n\n\n

Catering specifically to the target demographic, sports fans and media, a Customisation Counter invited guests to create a bespoke shirt. As well as providing an in-situ highlight for attendees, the feature ensured the physical legacy of the Beijing spectacle, as well as the continuation of one of Nike\u2019s core goal: performance, both on and off the field.<\/p>\n\n\n\n

To convey the brand\u2019s values even more directly, COO\u2019s vision incorporated a flood-lit indoor football pitch, which at kick-off, hosted a \u2018Speed Challenge\u2019 to test visitors\u2019 agility and pace. The area\u2019s grandstand seating facilitated participants at all levels which made for a fittingly sports\u2011focused setting for press conferences and brand presentations.<\/p>\n\n\n\n

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<\/strong>1,520 m2<\/p>\n\n\n\n

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Tobias Gremmler
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