An immersive installation allows consumers to experience Nike’s newest innovation, Nike Joyride.

We teamed up with Nike’s NA Retail Experience Design Team to create an immersive experience at their NYC Flagship, House of Innovation, for the release of Joyride, the brand’s latest innovation that is designed to help make running easier. The team wanted to build an interactive playground where people could test and experience the shoe. To help bring that to life, we engineered a factory-inspired installation called B.E.T.H., or the Bead Energy Transfer Hub. A massive three-story sculpture suspended from the ceiling, B.E.T.H. showcased Joyride’s signature bead technology through a system of chambers, silos, and tubes in which exaggerated Nike Joyride beads bounced and circulated. Back on the ground, we built a reactive caged-in arena for the trialing experience, complete with kinetic tubing that responded to game play and motion. Inside, visitors tested the shoe through interactive games design to let them experience the joy of running in a completely new way.