FM 2023 complete (1) - Flipbook - Page 23
Study2:AirForce1Dance
To celebrate dance, the Air Force 1, and
the upcoming addition of Breakdancing
as an official Olympic Sport, seen
Studios teamed up with Nike to turn the
ground floor of NikeTown London into a
fully functioning dance studio.
Host to a series of events with local
dance crews, Seen designed the space
with flexibility in mind, ensuring it was
both a day-to-day retail zone and an
experiential activation zone.
Mirrored-digital walls, floor vinyl,
moveable tiered seating, and strategically
curved walls all doubled up as both
features of the space and tools for way
finding, guiding Nike Members into
specific activation zones on event days.
Large billboards also filled the space,
showcasing assets from a photoshoot
with the dance crews who were showing
up in the studio across the duration of
the events.
Interactive features were sprinkled
throughout, from the live mural wall
painted on by Joy Yamusangie every
session, to the TikTok podium, fitted
with phone holders and routine walkthroughs from the dance crews allowing
visitors to record their own moves.
Putting the dance floor to good use, the
space was home to the project’s first
NTC live session with Trina of The Curve
Catwalk, a Twerk Masterclass with Bami
of Twerk After Work, a 2-day takeover
with Peckham-based, The Movement
Factory, and last, but by no means least,
the NikeTown London Battle with Aim
Collective.
Delivering some of the best moves and
vibes in the city, in between classes and
performances, members were
welcomed in across the weekends with
a series of activations, programmed by
us. From tooth gems and hair braiding
to AF1 customisation stations in the
Makers Studio with Customs by J1,
Sabina Silver and Slow Projects, the
space boasted the true meaning of
experiential retail.
A colourful collaboration between an
array of talent and creatives, this
project seemed to create a buzz for all
involved with it and engaged by it.
Summer 2023
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