NikeLab’s FA18 Tech Pack
Location Milan, Italy
With Random Studio
Photos Random Studio
Tags 3D animation, 3D scanning, Installation
For NikeLab’s FA18 Tech Pack launch in Milan, Random Studio was asked to transform the store into an immersive retail experience and hub for the city’s sharpest creatives to come together for a series of in-store events. The Tech Pack collection is the sportswear of the future: engineered to the body, it integrates body-informed and environmental data into its designs.
We designed and created a Tech Pack ‘Atelier’ that made visible, and physical, the inner workings of the collection. I was working on creating a digital representation of the new Tech Pack garment by doing a 3D scanning of selected items and creating animations of the clothing in order to bring it into a virtual environment.
I wanted to show the creation process of each garment through the particle movement and threads construction to get a feeling of the digital birth of clothing.
On the first floor, a conveyor belt scan items from the collection and triger product content on the screens above. The idea was to show the technological creation of each piece of cloth through 3D animations translating on the screens and synchronizing with the items movement on the conveyor belt. More at Random Studio