Centered around the idea of infinity and empowerment, Coordination Asia transformed a sleek art gallery into Nike Studio’s new training center. The dynamic spaces is in celebration of the 2015 World Athletic Championships in Beijing, a high-energy place for the athletic brand to showcase NIKE’s HOLIDAY 15 collection and their new running community N+RC (Nike+ Run Club).
Under the creative direction of Design Director Tilman Thürmer, Coordination Asia has been spinning out visually amazing spaces for the past eight years, and Nike Studio is no different. ‘THE NIKE STUDIO’ includes two high-impact, high-energy workout labs, as well as a one of a kind product exhibition. The large gallery space has been turned into a fully immersive experience that is based around ideas of infinity and empowerment. Bright product displays, and dark, intense workout studios will help athletes to leave feeling fitter, faster and more motivated.
The 13,000 square foot space has been turned into a fully immersive experience based around ideas of infinity and empowerment – from the bright product displays, to the dark, intense workout studios, athletes are sure to leave feeling fitter, faster and more motivated.
The exhibitions highlight each of the Nike products, and make the unique art installations stand out. Following a theme of transparency and lightness, the 2015 winter season’s ‘Flash Pack’ and ‘H015’ are displayed within a sparse, white room, with the shoes and jackets carefully arranged across hovering, linear panels and mirrored booths.
Another feature from the collection exhibited in the ‘STUDIO’ is the ‘ZOOM’ series. These items are installed onto rows of semi-transparent LED screens, and as a reference to traditional track and field elements they are lined up one after the other, with shoes and jackets floating against the illuminated backdrop. The fast, uplifting atmosphere includes bold, animated graphics and detailed product information.
Venturing into another room of the gallery, the ‘IAAF’ zone consists of national uniforms from China, the UK, the USA, Kenya and Germany within four highly reflective containers. The outfits look like they’re being worn by an invisible body, and are surrounded by glowing red and white frames.
As part of the ’STUDIO’ experience, athletes can also engage in training sessions. The workout studios are rendered almost entirely black, and create a strong contrast against the free-floating exhibition spaces (suggesting that there is no messing around or slacking off). These rooms are dark and very intense, with sliding mirror doors that can be closed to help people get into the zone. Other areas include an ‘Athlete’s Lounge’, where people can hang out and re-charge, as well as lockers and washrooms, with words such as ‘Don’t dream of it, train for it’ emblazoned across the walls to help motivate athletes.
Photography Courtesy of Coordination Asia
"It’s really fun to work with Nike again, they have such a strong design focus and attention to detail. The NIKE STUDIO in Beijing offers more than just a workout session, or a chance to display the latest products, visitors will have a completely immersive experience, and come away feeling fitter, faster and more motivated."
- Tilman Thürmer, COORDINATION ASIA CEO and Design Director