An exploration of the long and storied history of the Air Max brand, our installation aimed to educate visitors on key moments, objects and shoes from its 30-year existence.

We approached the exhibit from the same aesthetic stand-point that Tinker Hatfield originally conceived the Air Max through his ‘visible air’ concept - rendering the invisible visible by showing off the inner workings of an object.

In order to relay Hatfield's initial Air Max concept, we adopted an inside-out design philosophy, adorning the venue with primary-coloured pipes, funnels and exposed structures. A revolving shoe display made of the same materials was located on the roof, and allowed the installation to be seen by passers-by from a significant distance.

Inside, visitors were welcomed to the Nike Innovation Kitchen - an area which deconstructed the company’s latest releases and the technological advances contained within them. Nike’s innovative spirit was further explored in our exclusive NikeID exhibit. We used innovative 3d projection technologies to elevate the NikeID shoe customisation process, allowing customers to map their designs onto physical products for live sneaker design.

The event attracted a large number of visitors during its week-long duration, and was attended by both Nike CEO Mark Parker and legendary footwear designer Hiroshi Fujawara.

Media coverage of our rooftop design was extensive, with features in a number of reputable online and offline outlets. Pictures of the installation against Hong Kong's skyline became an emblematic image of the Air Max Day campaign as a whole - and won hundreds of thousands of likes on social media.

The 'Vote Back' concept, as implemented in our project, has come to figure in Nike’s overall strategy with the winner, Atmos’ ‘elephant’ Air Max 1, being put on general sale as part of this year’s celebrations.