Addicted To Retail (ATR) presents: Nike Mercurial Niketown London.
Millington Associates delivered a state-of the-art in-store experience and window install at Niketown London for Nike's Summer 2016 Mercurial football boot launch campaign.
The campaign was designed to showcase a 'Story of Speed' by bringing to life Nike's ideal perception of speed through interacting with customers in powerful, unexpected ways.
At the store entrance, visitors were greeted by a full size replica Formula 1 car mounted in front of a massive LED screen with alternating images to represent the energy, power and speed associated with Formula 1 racing.
The highlight of the scheme was a full-on speed experience in the central core area of the store: a staged mannequin sprinting around the centre of the core backed by a double sided circular screen formed from 270 individual drops of polycarbonate backed LED’s suspended from the ceiling. For maximum effect, each LED was individually programmed to create a moving wave of Mercurial graphics and content.
O'Neill Modern Media supplied the LED screen and programming.