Cannes Lions

NIKE FREESTORE

FLOCK, Mexico City / NIKE / 2014

Awards:

3 Shortlisted Cannes Lions
Case Film
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Case Film
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Overview

Entries

Credits

Overview

Description

Traditionally, a store has always been a fixed location, where people can walk in, and find products. Nike wanted to innovate that. The result: a 70 m2, 13.2 tons, 169 servomotor, flexible structure. A store fully controlled by customers. By creating a physical space where products could be experienced through movement, the Nike Freestore evolved the consumer experience.

Execution

Nike created the Freestore, a 70 m2, 8m high, 13.2 tons, 169 servomotor mobile structure. A prototype store designed so that the people move. Through a mobile structure, activated by Kinect, we converted the boring experience of trying on a product, into a game. The more the customer moved, the more the store moved.

Outcome

• The Freestore achieved in one month more than 1,798,000 visitors, a record for Nike stores in Mexico.

• The Freestore moved for a total of 10,800 minutes. The people kept the Freestore in motion for an average of 8hrs daily.

• Featured in 56 online publications

• 7 different countries México, USA, Spain, France, Venezuela, Argentina, Chile and Costa Rica published content about the Freestore

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