ACG basecamp
For the launch of the winter 20-21 Nike ACG collection, House of Innovation PAR/002 got a makeover, bringing the outdoors indoor, inviting members to find their inner peace.
The Arena was transformed into the ACG basecamp, featuring a geo-dome feature, real plants and footage of landscapes on the screens, including a giant waterfall, to take customers back to nature. Customers were taken onto a physical and digital journey, as they were invited to explore the key innovations of the new collection via a microsite activated by QR codes around the store.
The experience was further enhanced with AR animals to be unlocked throughout the store, further immersing them back to nature.
On completing the experience, they were rewarded with a hiking guide, curated by super cool hiking collective Les Others. The guide offered 6 hikes local to Paris, and 6 in Metropolitan France, encouraging members to reconnect with nature. Nike members were rewarded with a limited edition gift pack, including an ACG mug, a patch and a keyring.
I managed the content creation for the physical experience, from the façade & arena screens, to the behind the design table, and the 6 Earthlings & their props, ensuring authentic and consistent storytelling throughout, brand consistency and legal approvals.
I also supported on the concept development and production of the in-store set up, helping bringing the
Finally, I fully managed the design and production of the digital Hiking Guide in partnership with Les Others.
Design director: Helen Stergios
Senior producer: Laure Peyny
Digital producer: Paloma Garralda
Experience designer: Charlie Ellis
Art director: Anthony Fabre
Designer: Clarisse Charbonnier
Creative agency: Hotel Creative
Set up production: Satis&Fy
Screen content: Accept & Proceed
Hiking guide curators & local hiking experts: Les Others
Microsite & AR: OMM
Space photography: Benoit Florencon