NikeFuel Station

interactive brand experience


The installation is the centerpiece of London’s »NikeFuel Station« at Boxpark and turns the retail experience into sport by transforming the user into a multi-pixelated digital avatar.

In January 2012, Nike announced a new product, the Nike+ FuelBand, which aims to turn user’s lives into sport. The Fuelband tracks the user’s daily activity, allowing them to analyze their data to train more effectively. In order to promote the product before it went on the market, we created the »NikeFuel Station« Installation at Boxpark together with AKQA London. Boxpark is a temporary pop-up retail project in the heart of trendy Shoreditch, East London. It is made entirely out of shipping containers with a unique mix of various fashion and lifestyle brands, galleries and cafes.

A Microsoft Kinect hack allows consumers to immerse themselves in an installation that creates a 3D particle-mirror of their body and offers an innovative balance of digital interactivity with physical human experience. The more you move the more your body turns from red to green. The installation fully immerses consumers in the digital product in a real world environment, while simultaneously providing a template for the future of retail for athletes in the digital age.

digital avatar

While performing in front of the installation every move counts; all activity is recorded through a video of the digital pixel avatar. The moment the recording is complete, the images can be sent through a custom iPad web app on Facebook and Twitter. Consumers made nearly 2,000 videos in the first month, moving more in a store than they’d ever done before.


  • Client: Nike
  • Commissioned by: AKQA
  • Production: Julia Laub
  • Art Direction: Cedric Kiefer
  • Code: Enrico Viola
  • Sound Design: Jens C. Fischer


  • Cannes Lion Silver 2012