The Society Of The NikeLab Infinity Room

I was going to ask AI to create a Yayoi Kusama X Nike shoe drop collab, but it turns out Random.Studio already did it in 2016.

[N.B.: Random.Studio are the designers behind the fake solar-powered Lexus at ICA Miami right now, NOT, I think, the designers behind the NFT-generating LED funhouse, Living Room, at Miami last year. That was Random International, who made the Rain Room for Restoration Hardware. EXCEPT Random International’s social media handle IS RandomStudio_ Honestly, that feels like a troll.] Anyway, to the collapse of art, experience, capital, and spectacle:

An Infinity Room for NikeLab

NikeLab fuses physical retail, online commerce and digital engagement environments in order to provide customers with Nike’s innovative expressions. For the launch of the LunarEpic Flyknit shoe in the London store, we conceived an immersive space that invited visitors to put the shoe to the test in an experiential set up.

With the Infinity Room, one could discover the shoe’s features by actually wearing them in action. Amid a pulsing light- and soundscape, and fully surrounded by mirrors, the athlete-for-the-moment ran on a real treadmill into what seemed to be infinity. Automatically triggering cameras, runners are shot from three different angles: front, feet and back. As a bonus, one left with a personalized kaleidoscopic video – created in real time and delivered within seconds afterwards to their mailbox.

We have developed an expertise in immersive installations with a focus on the creation of shareable imagery. Earlier collaborations with Nike include an animated LED football pitch for the European Street Football League Final in Berlin called Nike Football X, and a surveillance-themed installation to mark the drop of a strictly limited edition footwear, created with Errolson Hugh of avant-garde label Acronym, NikeLab x ACRNM.