Turning Milan's NikeLab ST18 store into a Tech Pack Atelier that showcases the hidden details of the FW18 collection
Tech Pack AW18 NikeLab ST18 Milan retail experience — concept, design, content production and art direction in collaboration with Random Studio for Nike EMEA
A custom built conveyor belt carried items of the collection around the store. Once a collection item got scanned by a QR scanner, a 3D model of the scanned item showed up on two screens above.
The Tech Pack collection is the sportswear of the future: engineered to the body, it integrates body-informed and environmental data into its designs
Besides a showcase of the new collection, the NikeLab ST18 store was transformed into a hub for Milan's creatives and influencers to come together in a series of events. The outcome of the atelier's creative events was put on display in an old vault space underneath the immersive retail space.