OBJECTIVE

Open the doors to Nike’s one-of-a-kind sensorial pop-up: a groundbreaking approach to connect consumers with the brand’s latest footwear technology.

APPROACH

Visitors were instantly immersed in the House of Go experience; the entryway floor reacted to their footsteps, coming alive with quirky animations and movement. Throughout multiple floors, a handful of interactive exhibitions showcased the React’s attributes, including a surreal, mirrored room with dropping feathers suspended in time, highlighting the shoe’s “lightweight qualities”.

Atop a high-tech treadmill surrounded by video screens, visitors were transported into a virtual, colorful cartoon wonderland. As they ran, jump, or lifted their arms, an animated avatar would react and match their movement.

RESULTS

The House of Go attracted plenty of attention, earning a feature in Runner’s World, coverage in all local Chicago publications, and a complete sell-through of Nike React product.

\\ photography by Tim Jarosz \\