The Art and Science of Feeling was a temporary Nike installation at Gansevoort Plaza in New York, open from September 6 to 8, 2013, during New York Fashion Week, to launch the Nike Free Hyperfeel. The same week Nike showed Nature Amplified, an exhibit for the Free Flyknit, at ArtRio in Rio de Janeiro. We made it internally, Nike Brand Design EMEA with Nike Running, and Nike Brand Design briefed and creative directed the outside agencies, including Odd Division.
Why it looks like this
Stone, sand, grass. Cool Hunting reported that the structure had “three distinct physical spaces interpreting three common running surfaces”: stone, sand, and grass. Visitors went through barefoot, which added touch to the purely audio-visual format of Nike’s earlier Milan show, The Art + Science of Super Natural Motion.
Brainwaves into sound. Visitors wore neuro-headsets that recorded their responses to the textures underfoot and turned them into individual audio in real time, Cool Hunting reported. Each visitor’s data was then layered with earlier visitors’ into a shifting 3D video, and projections by Odd Division and Jeff Crouse reacted to movement.
Press and sources
- Cool Hunting: The Art + Science of Feeling NYC
- Hypebeast: Nike Launches “Nature Amplified” Exhibit at ArtRio 2013