Nike “Speed Tunnel” pop-up—ignite the extraordinary

， ， 、 ， ？ ， 2017 “ ” ， 。 “ ” Tobias Gremmler ， 。 ， ， ： · ， ， 。

How to convey the skill, passion and above all, speed that world-class football demands in a way that is immersive, engaging and instant? That was the challenge Nike presented to Coordination Asia in 2017 when the big-league sports label sought to communicate the authority and performance of its brand to Chinese fans. The experiential showcase saw Coordination Asia team up with Hong Kong-based Media Designer, Tobias Gremmler, for a truly unique celebration of the beautiful game. But for this particular multimedia installation there was someone else to impress, too: footballing legend Cristiano Ronaldo, who flew to Beijing especially for the event’s kick-off!

—— —— 、 “Mariah Flyknit Racer” 。 ， ， ， ， 。 —— ， ， 。

Housed inside a raw, industrial venue – a former metal factory in the Chinese capital – the installation combined hands-on elements, brand education, and the product presentation of Nike’s recently released ‘Mariah Flyknit Racer’ shoe. Ensuring the spectacle’s continued resonance both in the pages of traditional press as well as social media, an eye-catching centerpiece alongside a treasure trove of Nike designs past and present made for memorable selfies that participants were eager to share. In a nod to the events theme – football – the space was carpeted with white artificial grass, evocative of a pitch.

“ ” 1680 LED ， “ ” “ ” 。 · 、 ， 。 ， 。

Walk-in installation ‘Speed Tunnel’ channeled the precision and agility that is central to the Nike brand via 1,680 meters of pre-programmed LED lightstrips. Their display was inspired by the power, expressiveness and astonishing speed of the guest of honor himself, Cristiano Ronaldo. Set against dynamic bronze streaks to convey velocity and vigor, the installation made for an eye-catching centerpiece.

▼ “ ”，walk-in installation ‘Speed Tunnel’

▼ 1680 LED ，walk-in installation channeled the precision and agility that is central to the Nike brand via 1,680 meters of pre-programmed LED lightstrips

、 ：The Mercurial。 ， ， ， ， 。 ， 1998 ， ， 。 “ ” ——“ ” —— 。 34 ， ， ， 。

▼ “ ” ，the shoes are displayed on bronze pedestals shaped as a number seven

Further celebrating the Nike star was a surrounding exhibition profiling the history, development and design of the brand’s signature football boot: The Mercurial. With Ronaldo as its muse, the shoe is lauded as a game-changer that broke the mold for the professional game, and beyond. From its material to weight, the boot has undergone a series of refinements since its 1998 debut to enhance performance. Displayed on bronze pedestals shaped as a number seven – Ronaldo’s number in Portugal’s national team – the archive gave visitors the opportunity to get up close and personal with yet another icon of sporting history. Adjacent, a chronology of 34 editions of the iconic shoe further celebrated both Ronaldo’s remarkable career, and the Nike brand.

▼ ，detail of the pedestals

▼ ，display

—— —— LOGO T 。 ， ， ： ， 。

，“ ” ， “ ” 。 ， NTC（ ） ， ， 、 。 ， 。

▼ ，a flood-lit indoor football pitch

Catering specifically to the target demographic – sports fans and media – a Customization Counter invited guests to create a bespoke shirt, complete with the Nike logo. As well as providing an in-situ highlight for attendees, the feature ensured the physical legacy of the Beijing spectacle, as well as the continuation of one of Nike’s core goal: performance, both on and off the field.

To convey the brand’s values even more directly, Coordination Asia’s vision incorporated a flood-lit indoor football pitch, which at kick-off, hosted a ‘Speed Challenge’ to test visitors’ agility and pace. Alongside, a dedicated coaching zone for the Beijing branch of Nike’s established NTC (Nike Training Club) provided a community element aimed at movement, wellness and health. The area’s grandstand seating facilitated participation at all levels, and made for a fittingly sports-focused setting for press conferences and brand presentations.

▼NTC ，the area’s grandstand seating facilitated participation at all levels

，“ ” ， ， ， 。 ， ， —— CR7 ， · ！

In designing the Beijing space, Coordination Asia considered the unique qualities of Nike, tapping into its core brand values to craft an experience that would resonate with guests long after their visit. For the team, it was a pleasure to work with a brand as passionate about what they do as we are – including CR7, Cristiano Ronaldo, himself!