Nike and Matt Williams came together to create a unique collaboration driven by technical processes with traditional craft. The brief was to create a unique and immersive workout experience to celebrate a two-day launch of the MMW x Nike collection at the Nike Headquarters in LA.
Inspired by the collection itself, Institute created an immersive, sensory workout experience, making use of the space in its entirety. Custom, programmable light structures that surrounded the gym were fully responsive to the run-of-show. The fixtures would respond to the curated playlist and selected ambient sounds, all timed to the workout led by Nike trainers. An oversized customized TV wall also brought the surveillance inspiration to life, as athletes were filmed in real time during the experience.