Immersive installations designed to launch Nike Air Max DN in Milan.

Circular's ongoing collaboration with Nike, spanning various in-store and physical activations, has entered an exciting new phase with this takeover of the Nike Milano Loreto store, filling it with an unreal atmosphere for the launch of the new Nike Air Max DN.

To develop this project, we thought outside the box, designing an immersive installation that added a unique twist to render everyday situations and activities surreal. The "Dynamic Air" units of the Nike AM DN shoe, with their spherical shape, became the not-so-invisible thread bringing to life all the activities happening on site.

Circular managed every step of the event, from concept generation and art direction to 3D modeling and production, culminating in its live launch. People were invited to explore the different activities embodying the concept of unreal, dynamism, and functional air, enjoying the opportunity to enter the world of Nike AM DN.

We had the chance to completely remodel a typical space, a shoe store, into a dynamic installation, turning it into a focal point in Milan for the day, and inviting everyone who passed by to enter. This transformation, together with a dedicated communication strategy, resulted in significant digital resonance. It strengthened the relationship between the brand and its audience, the city, and the sport communities involved.

Developing reactive and real-time contents required meticulous management throughout the event to ensure optimal, real-time performance. The challenging complexity of the technological details and output aesthetics resulted in an impressively successful event.