The installation is the centerpiece of London’s new NikeFuel Station at Boxpark and turns the retail experience into a sport by transforming the user into a digital multi pixel avatar.
In January 2012, Nike announced a new product – the Nike+ FuelBand – which aims to turn users lives into sport. The Fuelband tracks the users daily activity allowing them to analyze and use their data to train more effectively. In order to promote the product which wasn’t available to buy yet, together with AKQA London we created the NikeFuel Station Installation at Boxpark. Boxpark is a pop up shopping mall in the heart of trendy Shoreditch, East London, for the next five years. It is entirely made out of shipping containers with a unique mix of different fashion and lifestyle brands, galleries and cafés. A Microsoft Kinect hack allows consumers to immerse themselves in an installation that creates a 3D particle mirror of their body and offers an innovative balance of digital interactivity with physical human experience. The more you move the more your body turns from red to green. Praising the work, the IAB’s Director of Marketing & Communications, Sophia Amin said: »This installation set out to fully immerse consumers in a digital product in a real world environment. It has successfully achieved this while at the same time providing a template for the future of retail for athletes in the digital age.«
While performing in front of the installation all your activity and a video of your digital pixel avatar is recorded, so every move counts. The second you finish recording you can send and share your videos through a custom iPad web app on Facebook and Twitter. Consumers made nearly 2,000 videos in the first month, moving more in a store than they’d ever done before. As a result the installation set a template for the future of retail for athletes in the digital age.