Nike needed a temporary yet energetic space to showcase the latest innovations available to athletes, and serve as an exclusive launch-pad for new products. The focus was also to inspire engagement of runners within “GAME ON, WORLD”, a social platform where athletes worldwide could compete against one another. The challenge was to present all this in an interactive and seamless way.

Perenakan Place is a heritage site in the heart of the town, Orchard Road, the busiest retail street in Singapore. We transformed it into a space which hosted an array of digital showcases. The juxtaposition of old and new amplified Nike’s longstanding brand heritage with its piercing vision of the future.

The store was widely covered by local media and saw more than 10,000 people visit the retail space within 1 week. Local trend-setters and influencers set the pace for conversation online. 87% of the stock was cleared by the time the store was torn down. The experience gave runners a lasting conversation topic that spanned for weeks after the doors were closed.