Nike House of Innovation
The most digitally immersive Nike flagship in the world, designed to reinvent itself every month.
Nike’s House of Innovation on the Champs-Élysées is a destination that keeps moving, tied to product launches, athlete campaigns, digital services and live sport. The brief was to build something flexible enough to keep up.
Four floors. 2.400 square meters. The most digitally immersive Nike flagship in the world, and not because of the scale. Because of what happens inside it. Athletics, culture and technology meeting exactly where a visitor needs them to, right now.
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
Immersive Room 6x6 Meters, 240-Degree 10 Megapixel Projection Canvas, Auto Warping & Blending System, Control System
The Storytelling Company
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