Melbourne-based brand communications agency Local Peoples has won the 2013 Victorian Premier’s Design Award for its Nike + Nine project, an innovative and interactive space built as a design solution to the Olympic Media Blackout during the 2012 London Olympics.

Due to I.O.C Rule 40, Nike was restricted from talking about the products, technology and support it was providing to athletes during the London Olympics.  

To get around this problem, the Nike + Nine store was delivered. Running on London time (open at night and closed during the day), it featured a pinnacle retail fitout, seamlessly combining physical and digital innovation with interactive technology.

By day, when the store was closed, visitors could engage with the space using the store window, which was transformed into a massive touch-screen through touch foil and projectors. People could select different Nike products, which would bring up detailed product information right on the window.

While the empty shell was transformed into an interactive window display by day, it became a fully functional physical and digital retail space by night. The design here needed to allow for minimal impact to the existing building, although it was a premium retail environment for visitors.

A system of pipes, referencing the London tube map, served as way finding devices for visitors to navigate the space and various product stories, as well as a lightweight structural wall piece, onto which projections were mapped.

According to Good Design Australia, the use of innovative technology reflected the innovation of the Nike product and ensured that even when the store was closed, visitors could still interact with the space and have a unique brand experience. This also helped to build excitement, anticipation and awareness for when the store opened. 

The unique mix of disruptive store identity and cutting edge use of technology embodied Nike’s total dedication to innovation in sport, making a huge statement during the Olympics without ever mentioning the games.

Images: www.us-sydney.squarespace.com/nike-plus-nine/