Fuelling the NikeFuel Launch at SXSW

How do you get people to understand the power of Nike Fuelband ?

Make them experience it by seeing the value of all their movements. Hirsch&Mann collaborated with Tino Schaedler to transform the iconic Spaghetti Warehouse in downtown Austin, Texas into a giant Nike FuelBand.

The experience linked the energy, activity and excitement of the space with the gradient of the FuelBand around the inside of the entire building. The system was flexible enough to link to the VJ system for music and visuals in the evening and the retail space during the day.

Client
Nike
Collaborator
Tino Schaedler
Optimist LA

Date
March 2012
Location
Austin, USA
Partner
VJ / Programming - Jason Walters

 

4

1

2

3

 

Behind the Scenes