NIKE Olympics
Track & Field Trails
Overview & Challenge
For an immersive Nike brand experience, I was responsible for the art direction, design, and motion testing of an experimental 360-degree immersive dome installation. This project was designed to allow users to physically engage with the Nike brand and experience special moments within a large, 360-degree dome. The final output was implemented to be user-responsive through coding, specifically enabling 16 runners on treadmills to experience the Nike brand and product anew as their movements were visualized on a 360-degree screen inside the dome.
The core challenge of this project was to abstractly express the energy of both the Nike Flyknit Lunar product and the 16 runners. It was crucial to convey a sensation of speed visually, while utilizing the unique characteristics of the 360-degree innovation dome to create a race-like, dynamic visual experience.
Approach & Solution
I bridged the technical attributes of the Nike Flyknit Lunar with real-time runner data to visualize the dynamic energy shared by both the product and the athletes.
1. Visualizing Flyknit and Running
I translated the Flyknit's core elements, elasticity and thin-thread construction, into a minimal visual system. By representing runners as white dots and tracks as organic lines, I established a graphic foundation that abstractly integrated the product's sole patterns and spikes into the movement.
2. Dynamic Waveform Generation
I engineered 16 unique waveforms that responded to each runner's specific weight and speed. By blending the fluid movement of the runners with the elastic characteristics of Flyknit threads, I visualized their physical energy as powerful, multi-stranded waveforms that evolved dynamically in real-time.
3. 360-Degree Immersive Graphic Environment
These responsive waveforms were projected onto a 360-degree circular screen, transforming the track into a vivid, immersive graphic environment. This real-time visualization provided an impactful experience that reflected the diverse performance and energy of every participant.
Nike 360° Immersive Performance Dome
The first dome featured a 360-degree screen alongside physical Nike products. This screen abstractly visualized Flyknit's characteristics and organic movements, creating a visual connection to the runner's experience in the second dome. The 360-degree display within the dome was depicted as a connected track, with running dots symbolizing runners and trailing threads and spikes visualizing Flyknit's features.
Nike Virtual Run Dome: Treadmill Experience & Infinite Horizons
These style frames are the screens runners see while on the treadmills installed in the second dome. Inspired by the movie "Inception," I designed them as unrealistic, endlessly repeating 360-degree forms that don't exist in reality.
Project Outcome
This project presented an innovative approach to the Nike brand experience, successfully implementing a unique interactive installation that combined technology and artistic design, allowing users to directly feel the energy of the brand and product.
Client: Nike
CD, Nike Brand Design: Ray Butts & John Moon
Interactive Experiences & Design: Fake Love
Creative Direction: Layne Braunstein
Producer: Alex Robbins
Art Direction, Design & Motion test: Hyejin June Hong
Experiential Scenic Design: RUF PROJECTS
Additional Onsite Video Assets: TENDRIL
Case Study Video: WE ARE ALLEGORY