To coincide with the London Marathon, we designed and produced the 4% campaign in NTL which spanned two floors and featured an initiative zone for running. Following on from this, we also celebrated the launch of the Zoom X Vaporfly Next % with an exclusive, minimally designed VIP cube on the 1st floor of Nike Town London.
The 4% installation entrance showcased a distorted 4% sign with ticker tape and LED panels — programmed with both the product name and ‘Fast as f%k’ slogan. A structural innovation grid was also added to showcase the Nike Zoom family. Customers were able to walk within this grid and interact with LED screens which offered insight into each trainer, creating a memorable customer journey.
A clean, white design embodied the VIP cube space in NTL, with Mo Farrah quotes accented in volt green acrylic which brought the colour of the shoe to life. The 3D printed monolith walls created an exclusive entrance that led to an area for the VIP guests to put on custom-made drawstring shoe covers before entering.
The interior centred around a brushed metal digital podium displaying the Vaporfly Next % shoe, surrounded by oversized digital digits set to the marathon record of 02:01:39. Aluminium tables and stools encouraged VIP guests to sit and learn the Vaporfly Next % story through graphics and information applied onto the acrylic top of the table.
This exclusive area was the home of the launch presentation which featured a screening of the campaign film featuring Mo Farah and hosted a question and answer session with the athlete himself.
CLIENT: NIKE
WHAT WE DID: RETAIL DESIGN
LOCATION: NIKE TOWN. LONDON
SEEN IN: Retail Focus 4%, Retail Focus Next %
PROCESS: DESIGN, PRODUCTION & INSTALLATION