An art Gallery in Beijing has been transformed to something akin to a Nike theme park. The Nike residency coincides with the 2015 World Athletic Championships and gave the retailer an opportunity to showcase its 2015 Holiday collection.
The now transformed gallery houses two floors of high-impact workout labs, a lounge, and a large exhibit for new products. The design team worked around themes of transparency and infinity, with an interior that utilizes neon light, linear patterns and reflective surfaces.
A large changeroom is located in the back of the gallery with Nike-isms and motivational phrases on the walls. The linear pattern and grid theme is also evident throughout the gallery, which is used for spatial definition and visual interest.
Essentially, Nike's pop-up studio acts as an interactive hub that features many of the brand's services while also exclusively previewing upcoming collections.
Key Themes Behind This Trend
- Interactive Fitness Experiences
- Using the concept of a gallery and creating an experiential fitness space can disrupt traditional gym experiences.
- Brand Immersion Pop-ups
- Utilizing experiential and immersive pop-up spaces can increase consumer excitement around upcoming collections.
- Retailtainment
- Combining retail spaces with entertainment can create a unique and memorable shopping experience.
Where This Applies
- Fitness
- Innovative fitness spaces can greatly improve the consumer experience and lead to increased participation.
- Retail
- Selling products in unique and experiential spaces can greatly increase consumer engagement and brand loyalty.
- Marketing
- Creating interactive brand experiences can be a disruptive marketing strategy that drives engagement and awareness.
