Nike Pedestal Concept
“Bend what’s real. Explore the surreal. Feel Unreal” For the EMEA Brand Creative internship I got 4 days to create a pedestal concept for the launch of the new Nike Air DN sneakers in Dynamic Land (an extroardinary amusement park especially created for the release of the Nike Air DN sneaker). Within the amusment park the visitor explores where the new shoe is about. At the pedestal, they get the first real experience with the shoe. True all the fun in the park the emotional feeling is covered, but what about the sneaker? What axtually is so revolutionary about it compared to the other Nike Air generations? These questions get awnsered with my concept, wich is competely focused on the innovation (brand value) of the sneaker.
Every aspect of the pedestal in inspired by the compartments of the shoe. In this way, the visitor can see, feel and explore what the new evolution is about. and thereby, worth buying.
The ground is made out of phulon foam, just like the sole of the shoe.
When entering the room, the first thing where the visitor walks on is the new Dynamic air Unit, wich is the new air system of the Air generation. This air unit is interactive with the projection on the wall (see next photo). By this, the visitor get’s immersed in the innovation of the new Dynamic air system.
Within the room, the Nike Air DN shoe itself is floating in the air in the middle of the room. Visitors can stand around and look at it.
Attached to the wall of the room are small trays that contain the key components of the DN’s, like the upper mesh, the air units and the shank arch clips. This is the place where the visitor can have a close look at the new compartments that create the new innovation.
The outside of the room is inspired by the outside of the revolutionary dual air chamber.
Concept sketches
