TURNING THE STORE
INTO AN ARCADE
After Nike launched the Nike+ FuelBand and a bunch of new connected products,
they wanted to introduce them to the Japanese market.
We had two challenges: the products could be hard to understand without trying them out;
and summer in Tokyo is boiling hot - shoppers don’t want to trial sports products outdoors.
We found our solution in a cultural insight: the love for arcades and gaming.
Opposite Harajuku station, in the heartland of Tokyo’s young shopping district,
we worked with Nike and Rhizomatiks to create a multi-story,
air conditioned arcade with five commissioned games
powered by Nike+ products and human movement.
Our centrepiece was NikeFuel Rally, a motion-sensored LED floor where
players became the ‘paddles’ in a frantic game of ‘Human Pong’.