EPIC REACT LAUNCH – SEOUL, KOREA
For the official media launch of the Just Do It campaign and the official global launch of Nike's massive innovation story of the season for React – we pushed hard to find the most epic location possible in Korea. To stay true to the positioning, we wanted a venue that was not only innovative, but also truly Impossible to Ignore. We landed at the Zaha Hadid designed Dongdaemon Design Museum, known locally as the DDP. It has an exterior that lent itself perfectly to large scale projection, an exterior that was perfect for real, outdoor trialing - the space was perfect.
Because of the impact of the location, we also decided to use this moment, and this venue as the official global launch of Nike’s massive innovation story of the season - React.
Because of the impact of the location, we also decided to use this moment, and this venue as the official global launch of Nike’s massive innovation story of the season - React.
Agency + Production: Silo Lab, Rosie Lee
Location: Dongdaemun Design Plaza (Seoul, Korea)
Collaborators: Nike Korea Team
Location: Dongdaemun Design Plaza (Seoul, Korea)
Collaborators: Nike Korea Team
We took over the DDP with bespoke Winter Games creative along with striking projection-mapped videos across its exterior. A running route around the building was delineated using coloured light and giant-size projections.
Inside, a tunnel of interactive screens, showing animations created with artist Karan Singh, reacted to the movements of passers-by, drawing them into the experience. A photobooth installation also allowed visitors to create profile images that represent the duality of their own personality.
