BRAND
PROJECT
DETAIL
NIKE
ACG BASECAMP
NYC/000
Nike ACG (All Conditions Gear) is designed, tested and made on Planet Earth for outdoor use. For the launch of the ACG Smith Rock Collection we created an immersive, sensory experience at Nike’s House of Innovation stores globally.
At the House of Innovation NYC/000 experience transported Earthlings to the peaceful, high-desert region of Smith Rock, Oregon; the inspiration for the collection. On entry the scent of sagebrush and juniper and sounds of local animal life welcomed visitors. Large topographic forms resembling the iconic rock formations of Smith Rock were made from recycled, corrugated materials and provide the landscape for product displays and innovation storytelling. Large-scale digital content shot on location wrapped the perimeter of the space, fully immersing visitors in the peace and beauty of the outdoors.
The experience was crafted with a mixture of physical and virtual storytelling to simulate a real outdoor adventure. Complete with a Welcome Center stocked with local hiking maps and outdoor digital hiking guide for the in-store journey. AR triggered animals playfully wandered the space and a geodesic structure inspired by base camp tents and made using ACG ripstop materials called the housed the ACG Smith Rock Collection.
BRAND
PROJECT
NIKE
ACG BASECAMP NYC/000
DESCRIPTION
Nike ACG (All Conditions Gear) is designed, tested and made on Planet Earth for outdoor use. For the launch of the ACG Smith Rock Collection we created an immersive, sensory experience at Nike’s House of Innovation stores globally.
At the House of Innovation NYC/000 experience transported Earthlings to the peaceful, high-desert region of Smith Rock, Oregon; the inspiration for the collection. On entry the scent of sagebrush and juniper and sounds of local animal life welcomed visitors. Large topographic forms resembling the iconic rock formations of Smith Rock were made from recycled, corrugated materials and provide the landscape for product displays and innovation storytelling. Large-scale digital content shot on location wrapped the perimeter of the space, fully immersing visitors in the peace and beauty of the outdoors.
The experience was crafted with a mixture of physical and virtual storytelling to simulate a real outdoor adventure. Complete with a Welcome Center stocked with local hiking maps and outdoor digital hiking guide for the in-store journey. AR triggered animals playfully wandered the space and a geodesic structure inspired by base camp tents and made using ACG ripstop materials called the housed the ACG Smith Rock Collection.
DIGITAL EXPERIENCE
Visitors could access the ACG Digital Pocket Guide on their mobile devices, which acts like a trail guide for the journey. There’s a digital scavenger hunt completed by scanning QR codes throughout the space, extended product innovation storytelling, and a chance to meet some of Smith Rock’s animal life up close and personal via augmented reality.
EARTHLING STYLING
“Earthling” personas were created to help bring the styling and storyelling to life. From the “Purist” to the “Weekend Warrior” to the “Fitness Fiend” each of these outdoor muses styling brought more flavor and fun to the ACG Base Camp experience.
EARTHLING ART
Staying true to the spirit of ACG the ‘Earthlings’ were brought to life through a series of illustrated characters representing the fun, irreverant nature of the ACG brand.
STORYTELLING
ACG has always had a tongue-in-cheek attitude. Staying true to its roots storytelling was brought to life through discoverable details that kept the experience feeeling fun and fresh throughout.
BRAND
TEAM
TITLE
NAME
NIKE
GLOBAL BRAND EXPERIENCE
SR CREATIVE DIRECTOR
BRYON PANAIA
BRAND
NIKE
TEAM
TITLE
GLOBAL BRAND EXPERIENCE
SR CREATIVE DIRECTOR
NAME