To celebrate its first collection dedicated to dance, Nike commissioned Random Studio to design a spatial installation for the House of Innovation in Paris. The project introduces an interactive stage within the store, transforming the retail environment into a space where product, performance and user engagement converge. Within this framework, the intervention can be linked to retail design.
The “Own the Floor” campaign presents a medley of three dance styles—breakbeat, vogue and afrobeat—each represented by ambassadors from both local and international scenes. Already introduced in the storefront, these languages continue on the ground floor through display podiums featuring mannequins, small digital screens and printed backdrops hosting campaign content.
Interconnected yet distinct, the display elements frame the central feature of the project, guiding visitors through a path of self-expression. At the heart of the installation is an intimate dance floor conceived as an immersive and participatory device.
The installation recalls the atmosphere of a dance studio. The structure is made of glass and is flanked by a wall of two-way mirrors concealing integrated screens. Reflective materials and embedded technologies enhance the scenographic dimension of the space, positioning the visitor as an active participant in the experience.
A choreography of sound, light and movement
As visitors enter the space, the environment responds with a choreography of pulsing colored lights and sounds, activated by movement and physical energy. A real-time digital reflection appears in front of them, captured by a camera and processed into a fragmented video output.
As they move, the system applies different visual filters, generating an effect similar to a live music video production. The interactive stage does not remain confined to the central core of the installation. A circular light projected onto the storefront also reacts to those using the space, transmitting the energy of the interaction throughout the retail environment.
At the same time, mirrors are consistently integrated into the product displays, reinforcing visual continuity between scenography, visual merchandising and technology. Like a modular set, the central installation can also be moved and reconfigured to accommodate different events over time.
“We wanted to infuse the store with the contagious audiovisual energy of dance. By placing an interactive stage at its core, we transformed Nike’s House of Innovation into a theatrical space where visitors are invited to actively participate.”
Location: Paris
Design / Architecture: Random Studio
Photo credit: Tom D Morgan
by AN Shopfitting Magazine no.180 ©