Science of feeling: Nike experiments in London

16 : 10 : 2013 Trainers : Rhizomatiks : Daniel Widrig

London – Nike has launched a 10-day interactive event called Nature Amplified to promote its latest innovation, the Free Hyperfeel shoe in its East London experimental retail space, 1948.

Feel London consists of workshops, interactive installations and live events all focusing on the intersection of art and the science of feeling. The new shoe is the closest Nike technology has come to emulating the feeling of running barefoot. For the event, musicians and artists including Quayola & Sinigaglia, Universal Everything, Daniel Widrig and Rhizomatiks were asked to interpret movement and feeling through design, technology and art.

‘Nike has a long history of collaborating with the creative community as we see the great energy and results that can come from working with partners outside of our usual field,’ Ryan Greenwood, Western Europe communications director, tells LS:N Global. ‘The best collaboration is one that brings partners to places that neither could have reached on their own.’

Nike’s Feel London is an immersive brand and retail experience that evokes Conviviality Culture, engaging consumers through the magic of live events. With its focus on the art and science of feeling, the event taps into LS:N Global’s Re-enlightenment Rising macro trend.

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