Nike Football – Digiwall

/ In-store Digital Display

Amsterdam store

Mercurial boot

Nike approached us to help develop their in-store retail environments in order to promote the release of their new winter range of football boots. This consisted of a series of in-store digital displays (digiwalls) in six flagship stores across Europe. The displays utilise a holographic projection technique, which presents content to the viewer as if magically floating around the boots in 3D space.

Our task was to communicate the dynamic properties and technical nature of Nike’s top of the range football boots. The focus was to harness the physical nature of the holographic units and create content that feels as dynamic and technical as the shoes themselves. Each of the four boots was to have it’s own identity whilst still being integrated into the overall art direction.

We devised a simple graphic language combined with a monochrome palette allowing the hi-vis colourways of the boots to stand out. Movement was designed to enable components to flow and wrap around the boots, simulating the kinetic energy and forces involved in the sport. We created a base layer of animating vortexes that were then tailored to each of the four boots, with additional elements that specifically highlight properties of the individual shoes.

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