Nike Air Max © Instalação digital
SÃO PAULO / BRAZIL
An installation where the visitor became the DJ.
In March 2017, Nike took over a heritage-listed mansion on Avenida Paulista to celebrate thirty years of the Air Max. Casa Air Max brought music, sport and street culture together in themed rooms. We created and coded the interactive multimedia installation at the heart of the house.
A thirtieth anniversary pulls naturally towards the archive and towards nostalgia. The Air Max does not live on that: it lives on the people wearing the shoe today. The installation had to put the visitor inside the experience, not in front of a display case.
We built a web app that turned anyone into a DJ: each audio sample triggered a matching visual sample, projected into the space. Whoever walked in was not watching the installation, they were composing it.
The installation was open to the public for two weeks, alongside concerts, MC battles and training sessions.
