Good Design Australia has revealed the winner of the 2013 Victorian Premier's Design Award. The judges selected the Nike+Nine Project, created by Melbourne-based brand communications agency Local Peoples, for its seamless integration of physical and digital interactive technologies that resulted in a truly innovative retail experience.
Nike+Nine is a pop-up store that ran on London time (open at night, closed during the day) and featured a pinnacle retail fit-out, seamlessly combining physical and digital innovation with cutting edge interactive technology.
The design and delivery of the physical retail experience transformed an empty shell into an interactive window display by day and a fully functional physical and digital retail space by night.
The design needed to allow for minimal impact to the existing building, but to visitors it was a premium retail environment, to the level for which Nike is known. A system of pipes, referencing the London tube map, served as wayfinding devices, for visitors to navigate the space and various product stories, and a lightweight sculptural wall piece, onto which projections were mapped, formed the main physical elements.
By day, when the store was closed, visitors could still engage with the space using the store window, which was transformed into a massive touchscreen, through touch foil and projectors. People could select different key Nike products, bringing up detailed information - right on the window.