Soften House of Innovation Paris’ industrial lab-chic into a free-flowing female-focused space that encapsulates a holistic picture of future fitness.
While undeniably impressive, HOI’s cavernous metal-and-steel bedecked four-storey set-up doesn’t exactly scream ‘calmness’ and ‘reflection’ – the energy we wanted to project for Nike’s Future of Fitness ‘Feel Your All’ campaign.
Our bespoke 78m(!) custom-printed fabric ‘maze’ softened the space visually, acoustically and via touch, smoothing HOI’s sharp edges and muting its acoustics. Custom-made boutique product cabinets in the Innovation Salon showcased Nike’s diverse fits, while our glowing Sound and Flow meditation room invited reflection with specialist soundscapes. Our designs merged seamlessly with Accept & Proceed’s beautiful animation on HOI’s gigantic LED wall – an amorphous digital display that makes the space breathe.
Open for three months, this project was our second collaboration with HOI and proved that multi-dimensional spaces reflect multi-dimensional people.
We knew our creation would need to appeal to all of the senses to entirely transform the environment.
Lose yourself in the moment. Say, “F*** it, let’s see what happens”. Channel your inner desire to play. Stop caring about what anyone else thinks.
Fully embracing joyful impulsiveness – that’s Positive Recklessness HATTER-style. It’s about creating spaces where boundaries can be pushed, limits can be tested, and worries can be forgotten. It’s about finding moments of magic in the everyday and building experiences that can change lives.
