An all-encompassing in-store activation and engaging experience that reflects the personality of the React Element 55.
Ahead of the launch of the new Nike React Element 55 colourway exclusive to FootLocker, O12 were tasked to create a concept that would attract, engage and connect with the customer at all touchpoints of the store, and ultimately motivate purchase. There was also a need to introduce the personality of the React Element 55 as part of the launch, driving distinction between performance and lifestyle and how the shoe benefits both categories having been designed for the unapologetic consumer. This concept was to be installed for the opening of the FootLocker, Milan Buenos Aires store.
To support a clear customer journey within the space, O12 created digital stair risers to lead the customer to the activation zone. To encourage greater engagement an activation zone for play and experiential purposes was designed for greater product engagement on the second floor. An abstract science lab where a series of experiments could be conducted by customers. Customer where able to mix different elements to create foam, speakers were filled with glitter resembling the colourway which were activated when touched. Props such as microscopes and retort stands decorated the area to assist with the product story and narrative. Deconstructed shoe components inspired customers to play and explore various design features of the shoe. Heat mapping pads were used to illustrate the technology used to shape the foam of the shoe.
The personality of the product was successfully launched into the target market through design and engagement which resulted in higher levels of purchase.
By combining graphics, interactive elements, digital content and a clear customer journey, the space achieved the overarching strategy of storytelling to motivate purchase by amplifying the personality of the product at store level.