Nike joines the WAC games outside the pitch as well in Beijing
Coinciding with the 2015 World Athletic Championship, Nike packed together a monumental workout studio in Beijing. Set up in a 1200 sq m space, that previously functioned as an art gallery, visuals and sports go hand in hand in this multi-functional complex. NIKE Studio together with Shanghai-based design agency Coordination Asia dreamt up a venue that reflects the brand’s dynamism and never-ending energy. The consequently dark-toned workout zone is illuminated by Led-lit displays and grid-patterned beams evoke a sense of infinity and transparency, while sportsgear and motivational quotes on the walls keep visitors on the move. The whole interior just oozes vitality and strength and makes anyone entering work hard.
The project is not exclusively about moving of course; for post-workout relaxation, a multi-functional lounge area was built with minimal furniture and decoration to let both the body and mind relax. As a necessary bonus, there is also a separate section showcasing the newest of Nike’s products. Unlike the gym, this space is extremely light and operates with whites, the neon of sportswear providing that much-needed pop of colour and energy. As such, the Nike Studio in Beijing indeed provides an immersive experience for people outside the athletic arenas as well.
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