Nike is celebrating its first official Olympics supplier status by inviting Rio’s residents and visitors to connect with the games via pop-up experiences.
“Rio Unlimited,” Nike’s Olympics pop-up in the heart of Rio, is an interactive space in downtown Rio’s Praça XV, engaging visitors with a pioneering digital art installation – a 100 sqm cube composed of multiple screens – created by Brazilian artist and designer Muti Randolph, which compiles and projects a series of digital graphics exuding the ecstasy of competitive glory.
“The concept of this installation is an evolvement of the experiences I’ve been developing on volumetric video displays, but for the first time with physical movement,” Randolph explains. “The system uses specially developed software that allows light to create three-dimensional animations, video and synchronised movements. Endless mapping possibilities enable dynamic variations of effects and settings.”
The summer’s performance innovations will also be on display and those visiting “Unlimited Rio,” will have an opportunity to create their own celebratory image, wearing the NikeLab Team Brasil jacket, to share on social channels. Shirt customisation, complete with original artwork and phrases created by Rio-born artist Bruno Big, invites guests to express their experience.
In addition to “Unlimited Rio,” which opens August 5 and runs through the end of August, NikeLab has transformed the third floor of the Nike Ipanema store into a rotating gallery aptly designated NikeLab Rio. The space features rotating installations of Brazilian artists connected to respective NikeLab design collaborations that began on July 28 and will run through August 21.
Nike will also host free citywide activities between August 5 and 21, including training, running, soccer, basketball and skateboarding sessions.
