Electric dreams: Nike creates neon maze for women’s autumn holiday collection

The creative team used American artist Dan Flavin’s neon installations as the main source of inspiration for the space. The high walls are lit with neon lights and divided into rooms using chicken wire, while cut out windows offer a glimpse of the products. Reflective surfaces and optical illusions give the space a maze-like quality.

In stark contrast to the neon and illusionary nature of the rooms, a final wall pushed open reveals an all white training space free of all distractions. The contradiction demonstrates the brand’s emphasis on aesthetics and performance. On the wall, the philosophy of the Nike training club is printed: ‘We live to move and move to feel alive… sometimes out of breath and never out of style.’ 

We have seen other designers and artists adopt a similar playful combination of light, colour and space to alter perception. For more examples, read our Lucid Spectrum design direction report.