We’re pleased to reveal that, for the 3rd year running, Rosie Lee have been tasked with activating Nike’s Air Max Day campaign in China, creating two Shanghai-based brand experiences that focus on maximising customer engagement during the event like never before.

Our installation at 800Show, a power station turned event space, takes attendees on an interactive journey through the innovations that have shaped the Air Max line. It features ‘Air Land’, an Air Max testing zone with video screens displaying reactive content that adapts to shoe interaction, a ‘Remix my Airs’ display with music making, product customisation and bespoke Dance Dance Revolution machines, and a staging area hosting DJs, talks and performances throughout the weekend.

At Nike’s flagship Shanghai store, we’ve taken over the entire ground floor and exterior windows to host a celebration of all things Air – including interactive installations that showcase the shoe’s evolution and areas where visitors can customise Nike-themed jewellery, t-shirts and running soundtracks. We’ve also installed a super-sized crane machine game that’s visible from the street and contains exclusive Rosie Lee-designed Air Max memorabilia.

The project was completed in collaboration with Nike Brand Design and production companies Bringidea and Wispark. Further coverage of the events can be found at Hypebeast and Nike.com.