HUSH Transforms Niketown for Super Bowl XLVIII
HUSH has once again teamed up with Nike Retail Design, this time to handle the visual and sound experience for a vivid Niketown New York installation for the weeks surrounding Super Bowl XLVIII. Working in the iconic flagship retail space on 57th Street, HUSH helped the brand translate the details of its signature football gear into a visual and auditory media experience. The agency integrated the work into the store’s architectural display, resulting in a spectacle designed to recreate the explosive energy of the game day experience.
HUSH created four distinct visual and sonic languages – one for each of the four weeks leading up to the championship game. The space seemed to envelop visitors as they entered Nike’s flagship, a storm of light and color bursting from digital / physical walls dotted with Nike-clad fixtures and sculptures.
“Nike Retail Design asked for a smart, designed sensorial experience – an eye- and ear-pushing entrance to their iconic store,” notes HUSH Creative Partner David Schwarz. “The goal was to make the retail experience something unique – a reason to visit – unlike anything their consumer has ever seen, heard, felt or touched before.” This project showcases HUSH’s brand design skills in the digital retail arena, demonstrating how the idea of retail can become activated by digital media, sound, and interaction.”
The agency’s previous concept and design work with Nike includes the Community Board Nike+ running experience and Camp Victory, a trio of bold experiences that launched at the Olympic Running Trials in Eugene, Ore.
HUSH is a design agency. We design and produce digital content & experiences that are unique in creating brand recognition for our clients. Thinkers. Makers.
Nike, Google, Estee Lauder, AERIN, Ted Baker, Esquire, Showtime, ExxonMobil, Under Armour, Starwood Hotels, Sonos, Sony Ericsson, Nokia, MARSH, Random House, Hearst, among others.