Nike House of Innovation
A room on the Champs-Élysées, built to be torn up every month.
Nike's House of Innovation on the Champs-Élysées is tied to product launches, athlete campaigns, digital services and live sport. Four floors, 2.400 square meters, and a calendar that never settles.
TSC built the part that has to keep up: a modular immersive room on the upper floor and the Mission Control wall at the entrance.
What we built
TSC dropped a modular immersive room into the flagship: a 240-degree, 10-megapixel canvas with laser-touch interactive surfaces. At the entrance, a Mission Control wall wires every visitor into the wider Nike network: member benefits, digital services, the community beyond the room. The format changes with whatever Nike needs, and the space was designed to be refreshed every month.
The challenge
A flagship tied to launches, campaigns and live sport can't stand still. The space had to refresh as fast as Nike moves: a speed-testing experience one week, an Air Max launch the next, without rebuilding the room each time.
“It is Nike on the world’s biggest stages. It is our biggest voice.”
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Credits
THE STORYTELLING COMPANY
Concept & Design
Modular Room Design
Hardware & Millwork
Immersive Room Build, Projection Installation, Interactive Surface Integration
Software
Warping & Blending, Control System Development
Delivery & Launch
Installation
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