London’s Fastest Night

Taking over the Tate Modern with Nike Running.

We’ve long been involved with Nike’s running initiatives, from the development of Run Dem Crew’s brand identity to Runhai - making us the natural choice when they wanted to introduce a new generation of Londoners to the sport. We were asked to take Nike’s visual identity for London’s Fastest and collaborate on a series of events that would encourage young runners across the city to form their own crews, culminating in London’s Fastest Night, a street race (and afterparty) hosted at the Tate Modern.

Approach

Working in such an imposing space necessitated design that could inspire on a grand scale – which is why we opted to use projection mapping and bold visuals that could hold their own against Tate Modern’s iconic Turbine Hall. Speed was emphasised in all aspects of our concept, with fast-paced and rapidly-shifting animations playing a significant role in defining the feel of the event.

Work

In advance of London’s Fastest Night, we developed visuals for 3 anticipation-building running events across the capital, including sessions with grime legend JME, TrackMafia, and Nike athletes.

We sourced and commissioned London illustrators to develop mix-and-match artwork for t-shirts that could be customised by runners in real-time through an in-store digital installation.

Our wayfinding graphics and signage marked the race route and encouraged participants to take part in specific running challenges around the course.

We designed additional elements – including staff t-shirts, food stalls, and promotional materials – that ensured a cohesive experience across all aspects of the event.

Projection mapping was used to illuminate Tate Modern’s Turbine Hall with animated event graphics and live race information.

Results

Our design...

attracted 1,000s of runners and formed 200 new running crews.

reached millions through Nike’s Snapchat account.

were well-received by our clients and attendees alike.