Mill X
Rama Allen
Michael Dunkley
Joyce N. Ho
Technical Lead
Katie Kolombatovich
Michael Dunkley
Jimmy Gass
Jeffrey Wang
Xuan Seifert
Nick Couret-Chailloux
Kim Kohler
Richard Lapham
Sands Fish
Ren Hsien-Hsu
Fabio Piparo
Joyce N. Ho
Pedro Piccinini
Dayday
Eddie Song
Mikhael Villegas
Sabri Akin
Nike Joyride
Interactive Experience
2019For the release of the new Nike Joyride shoes, the famed shoe brand enlisted Mill X to create an interactive experience at its 5th Ave flagship store – the House of Innovation, in NYC.
The experience involved three mini games, where visitors could trial the shoes to test the three pillars of Nike Joyride: Impact Absorption, Responsive & Lightweight and Personalized Cushioning. Additionally, Mill X created the digital store content throughout the 6 story location, which included a 7K immersive wall as you walked into the store and the screens on the amazing kinetic sculpture by Deep Local.
As co-creative lead with Michael Dunkley, we were tasked with concepting the games that would test each of the three pillars of Nike Joyride: Impact Absorption, Responsive & Lightweight and Personalized Cushioning.
Mike led the interactive side, building the games, queuing system, and CG bead renders, while I focused on UX, UI design, and art direction for the digital screens. We worked closely together, alongside our talented team, to shape the store experience.
The final digital screens incorporated the Nike House of Innovation brand elements, marketing material and the beads from the games itself. Design and animation by Joyce N. Ho and Mikhael Villegas.
Immersive digital screens were spread out throughout the multi-floor flagship store, from the huge wall that greeted you walked into the store, to multiple screens that were part of the kinetic sculpture.
In production, I was in charge of designing the UX flow for the whole experience. This involved thinking about the entire user experience, from the queuing system, how and when a person signs in, how they get notified when their game is ready, their social takeaway, to the gameplay across the four wall screens and circular pressure-sensored floor.
Each game was simple enough to be explained in three short steps and designed to test out one of the three pillars of Nike Joyride.
UI design by Joyce N. Ho, UI animation by Eddie Song, instruction design and animation by Pedro Piccinini.
Preliminary styleframes for the digital content that explored a bright colour palette, combining the Nike House of Innovation brand grids and existing Nike Joyride marketing materials.