This project objective was twofold; to launch the new Zonal Strength Tights across 30 UK stores, including global flagship Nike Town London (NTL), and to achieve an empowering, personal connection with the Nike Womens’ consumer.
Nike required a supercharged, immersive display concept to mirror the hyper-creative collaboration with artist, FKA Twigs. Seen Displays identified that in this case, Nike’s need was to pair unexpected novelty and cultural relevance to mirror the values of their intended audience.
Due to the nature of this extremely human-centric campaign, Seen Displays implemented their distinctive neuroscientific and sensory response design principles to drive the creative process.
Irrespective of scale and scope in each store environment, it was essential to embody the emotional values and physical strength depicted in the campaign assets.
Within NikeTown London, continuity and seamless creative consistency from the digital campaign assets to the physical store environment were crucial. Seen Displays achieved this with a full store takeover of overgrown foliage and preserved palm leaves to recreate the sinking colonial capital of Mexico. This enriched a hugely empathic environment, immersing store visitors and inviting them to recalibrate from their overloaded worlds; to engage in and explore what felt like the FKA Twigs music video set.
Carefully curated and neuroscientifically effective schemas were used to frame the product and create an accessible visual narrative. This approach to product display responded empathically to the hyper-energetic, time-poor female audience, whilst enriching their experience with social currency to share on their personal channels. This exchange of 'social currency’ activated the reward system, which in turn encouraged long-term loyalty and attachment. The most instagrammed schema this year, the campaign received global acclaim and has set the bar for other big players to focus their sights, not only in performance retail, but retail in general.
Project Tags
Companies
Seen Presents
- Design
Nike
- Fashion and Textiles