Nike HyperAdapt 1.0 VR Experience
Create a VIP experience at NikeTown for the launch of Nike’s HyperAdapt shoes. This connected experience must feature the ability to book an appointment online, feature immersive VR of Tinker Hatfield’s design studio, and a photoshoot opportunity wearing the shoes.
The HyperAdapt VR Experience in NikeTown London was an exclusive Nike members-only experience. Consumers used the Nike App to book a time slot in advance to come and try on the much anticipated Nike HyperAdapt 1.0 sneaker. More than a try-on experience, the VIP area was packed with our VR, multi-camera and iPad controlled LED lights.
Unified Ipad Controller
As they arrived in store consumers would check in via an iPad. A concierge would then take them up to the VR area via a branded lift to begin their experience.
LED environment control
48 custom-made LED totems were built that could be seen from across the 2nd floor of NikeTown. Scrolling animations and a software shell was developed that talked to the iPad controller allowing colour changes at key moments of the VR experience.
Personalised VR 360 video
Consumers were fitted with an Oculus Rift VR headset and were welcomed by name. They were then transported to Tinker Hatfields’s creative studio at Nike HQ in Portland to meet the man himself who would talk them through the inspirations and work involved in designing Nike's new HyperAdapt 1.0 sneaker.
Multi-camera photoshoot social takeaway
Once the VR experience was finished consumers tried on the sneakers, and stood in front of an infinity mirror ready for a photoshoot. A multi-camera capture setup recorded video of the sneakers at various key angles and emailed to each consumer at the end of their experience to share on social platforms.
Completing the experience, consumers were gifted with an exclusive Google Cardboard takeaway which could be used to experience Tinker Hatfield’s VR design studio once again in the comfort of their own home.