Brief

A pre-seed exhibition style event that celebrates the return of the ‘Concord’ Jordan 11s that would start in Paris and later move to London.

Office twelve were given a two-week lead time to provide the creative direction, production and installation of a travelling exhibition ‘The Grail Tour’ celebrating the return of the ‘Concord’ Jordan 11’s. Working closely with the Nike NBHD Team, Office Twelve were asked to design and create an interactive approach to gifting items to key influencers that would be invited to a private event, before it opened up to the public.

Approach

A personalised, interactive journey for influencers, paired with an exhibition that used insight lead design, pedestalling the ‘Concord’ release.

The design had to be created to encourage individuals to interact with the event and their gifts. Several white washed lockers with numbers assigned to each individual were made, along with their own elegantly designed personalised box.

To incite interactivity with its audience, the design of the lockers required a break-through of tissue paper to access their handpicked gifts, which also provided an Instagrammable moment to drive creation of user-generated content.

Larger lockers were used to hero athlete-worn product. The design followed a clear replication and inspiration of an exhibition, with copy blocks, digitally framed content and glass-boxed jerseys.

Impact

A highly successful pre-seed event that contributed to the overall reach of ‘The Grail Tour’ and the awareness of the release.

A pre-seed exhibition that brought high volumes of attention to the release. Large amounts of user generated content across social media platforms were triggered as a result of the event.

The creative execution of the event acted as a core creative direction for the Nike North Team and set the tone for the remaining Northern retail estate, as ‘The Grail Tour’ continued to make its way around other countries.

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