Run analysis experience for Nike
Project information:
In house/Miro (www.miro.com.ar)
Client: Nike
Date and Place: Jul-Nov 2016 - Buenos Aires-Argentina
My Role: Art Director
THE PROJECT:
Nike flagship store in Argentina is home to one of the largest retail Videowalls in the country that also has two working treadmills in front of it for testing out new shoes.
I was in charge of creating the whole new consumer experience in the Buenos Aires main store. The principal challenge was the integration between the Videowall, the treadmills, the customers and the store specialists. The solution was an Ipad application that would display information about the shoes and could trigger the treadmills for a test run showing the progress in the Videowall. The experience integrated perfectly the physical and digital interface to make a unique user experience to glorify each product. I worked as an Art director for this project, managing the multidisciplinary team integrated by Graphic, Industrial and UI/UX designers and developers.
Work insights…
We created and design everything in-house from the flow and user journey in-store to the UI/UX, Development, 3D animations, and entire app buildout. At that moment, the Videowall has been used as a static campaign content display, so the first idea was to make an interactive and dynamic content. The challenge was, first to understand the need and opportunities we had in-store to attract the customer, and the second to create a long time relationship between the customers and Nike, promoting an appealing brand experience that would position Nike Buenos Aires as a unique brand. Therefore, the solution must be innovative, simple to use in-store and memorable. After the project was finished and tested, we were invited to replicate it in other Stores in and out of the country.