Exploring sound in both a literal and conceptual sense, the set-up touches on the mental focus sporting excellence demands, as well as the idea of leaving spectators speechless through performance. At the same time, an audio-based artwork brings the outside in, framing Shanghai as a place for pushing boundaries, breaking records, and cutting through the noise.

Comprising a central installation, mannequin podium, and customisation stations, the approximately 500 m2 space at once expands on and hyper‑localises Nike’s concept of noise in sport. At its heart, a sculptural work comprising 120 speakers channels street‑sourced sounds inside the space. Quite literally bringing the outside in, it pitches Nike’s feature collection as cutting through the noise: simultaneously at home in this most bustling of metropolises, the footwear also helps wearers outrun the clamour to excel.

This literal and metaphorical blurring of “noise” extends to the area’s materials, with moulded soundproofing foam serving as a backdrop for a dedicated information hub. The material is also used as a hood or cloud, floating above dynamic displays of footwear. Employed here as a means to convey the positivity and focus of being “in the zone,” and of shutting out distractions, it further reiterates Nike’s message.

Nike fans are invited to customise their purchases at a dedicated Maker’s Space, complete with hydro-dip machine, workshop, and shoe-drying shelves. Here, local artists create bespoke designs to bring an additional level of personalisation and localisation into space. The resulting footwear is unique, one‑of-a-kind, and designed to stand out from both the crowd and the noise.

Memorable and multi-sensory, the installation prompts visitors to consider not just how sporting excellence feels, but how it sounds. Framing the streets of Shanghai as a potential arena for Nike fans’ own athletic successes, it celebrates focus while inspiring local athletes to quell the clamour and commotion of this most bustling metropolis through wellness, exercise and sport.