Nike's Nature Amplified: the Art and Science of Feeling
Nike erected a three-day installation in Gansevoort Plaza during Fashion Week to celebrate the launch of its Nike Free Hyperfeel running shoe. Produced by Aramique Krauthamer, founder of production company Odd Division, which specializes in interactive and immersive media, and Web and installation creator Jeff Crouse, the black-on-black temporary structure featured a tactile labyrinth comprising barefoot experiences that amplified nature. Three distinct physical spaces made up the labyrinth, which replicated common running surfaces like stone, sand, and grass. Equipped with neuro-headsets, visitors produced their own audiovisual installation—informed in real time by the brain's sensory reaction to the textures underfoot.
Photo: Courtesy of Nike
