20 RETAIL & HOSPITALITY
dual-pressure units in 14 colourways. The campaign effectively highlighted the Air legacy, which was inspired by the Paris Centre Pompidou. “Air Max Day was a perfect example of how our physical and digital departments work together,” notes Schaefer. “In the Champs-Élysées window we had a big shelf with Air Max Dn8 shoes in eight different colours. We had a Kuka robot arm in front of it that runs on an x-axis track on the floor. The robot arm had a round LED screen mounted to it.” Throughout the project, satis&fy also collaborated closely with BoraBora Studios. The installation featured four interactive stations, each designed to bring the Air Max Dn8’s core innovations (air, movement and design) to life via kinetic storytelling. By blending motion- driven interaction, responsive sculpture and real-time 3D visualisation, the resulting campaign translated product innovation into an immersive, dynamic narrative experience. Everything is 100% remote control, Schaefer tells us. “So, even if something happens, we can check from Frankfurt or with our guys on other productions
SVEN BIERWIRT
over all floors,” says Schaefer. “We have a grandMA3 system that runs all the lights and sometimes the screens. We have a BrightSign network system in there too. It’s all pre-installed so we can just adapt to the individual campaign, which makes things faster and easier for us.” Sustainability is always at the forefront of how Nike and satis&fy operate. “Our goal is to find equipment and material that look and perform the same but are produced in a more sustainable way,” states Böge. “We reuse a lot of materials, and there are lots of displays that, once built and used, are then implemented into future designs with small tweaks or new graphics. The lifetime of the materials we employ is very long.” Based in Frankfurt, satis&fy has an additional warehouse in Paris where many displays are stored for reuse. “When you are acting out of Germany, you need to work with local partners as well. Otherwise, you would have to drive every cable from Frankfurt to Paris,” says Böge. “We made sure to do this early on in order to create a business network in Paris that means we can be quicker and more agile.” Although satis&fy is unable to delve into its future campaigns, there will no doubt be a campaign surrounding the FIFA World Cup 2026 coming up in June. “Every party plays a role in making the campaigns happen,” concludes Böge. “From Nike as the client with all of its big visions, to the creative partners like Random Studios and Hotel Creative – and then of course satis&fy with all of its technical knowledge. It takes a lot of teamwork to bring the HOI to life.”
wherever they are. We can check in, change schedules, fix things, update content and so on.” SUSTAINABLE SYSTEMS When satis&fy first got involved with the House of Innovation, it did not have any infrastructure inside the Paris store, which comes with limitations as it’s housed in an old building. “Now we have a fully set-up system with a managed network arrangement
A pre-installed system in the Paris store helps satis&fy quickly adapt the space to each campaign, from Air Max Day (above; top right) to Air for Athletes (top left)
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