Credits: Agency: OMM Nik Arnhold [Director of Digital] Alain Porry [Creative Director] Catherine Dorsen [Photographer ] Steven Davidson [Motion Graphics Designer] David Emilsson [Interactive Flash Designer] Jason Ward [Technical Lead]
Green Room Retail - Retail space design of Bootroom walls incorporating 46" interactive screens and upper LCD display unit. Planning and coordination of project rollout across UK of full 3 tier bootroom campaign to 220 sites.
The Nike Reactive boot rooms project was rolled out in July across 11 key Sports Direct stores in London, Manchester, Birmingham, Liverpool and Glasgow. The aim of the project was retail engagement utilising the very latest in touchscreen large format display technology. Using commercial grade multi-touch swipe able touch screens customers could interact with the walls allowing them to choose a boot that interested them and see the key features of the boot. The reactive component utilised on the touchscreen consisted of 4 boots (silos) on a display panel which when picked up displayed the boots key features in an eye-catching dynamic way using a mixture of a specialised 360° photography (unique system developed by OMM) and motion graphics effects.
PLEASE REVIEW LINK TO INSTORE EXAMPLE VIDEO: http://bit.ly/nWbSv5
Breakdown: - Call to action animation encouraging users to pick up boots and/or interact with touchscreen - Interactive 'draggable' touchscreen technology allowing user to rotate each boot onscreen, zoom in on feature hotspots. - Reactive technology using purpose built electronics units that interfaced with the screen showing relevant boot features when user picks up boot. - Unique 360° hi res photography (400 frames) allowing high detail at close range of key features. - Motion graphics and video editing of Boot feature sets utilising 360 photography assets. - Stats recording allowing Nike to understand what shoes are being looked at the most, on what dates and for how long. - Since it's inception there has been an average of 1000+ interactive sessions each day across 11 sites - Installations at key Sports Direct stores in London, Manchester, Birmingham, Liverpool and Glasgow - System capable of remote delivery via internet of new content to all units or if preferred specific localised campaigns as required on a per unit or grouping of units basis.
Other components in the campaign included a stand alone Interactive hub unit telling a seasonal story in this case about the new Tiempo and also linear animations set to play in stairwells and in upper LFD screens in bootroom walls.