Creative Direction // Experience Design // Art Direction
The Hyperfeel is the most sensitive shoe Nike has ever created. For the global launch of the Hyperfeel shoe, an immersive interactive installation was created. To realize what Nike calls the Art and Science of natural motion, a black box sensorial labyrinth was designed. Participants were invited to remove their shoes and walk through 4 different terrains; wet stone, sand, pavement and grass. Also equipped with a brain sensor connected to an iPod app, each person's neurological response data was tracked. Motion sensors, lighting, audio and projections guided the participant's path. Finally they end their journey with a large visualization of their brainwaves and a genealogy product showcase of the shoe.
previous project ––– next project
