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Athlete Think Tank
BRIEF
Create a versatile space to be utilised by designers, influencers, media and athletes for the Nike Think Tank. The space needed to be an extension of the curated experience for the athletes at the 2023 Women’s World Cup – featuring product customisation experiences, recovery stations and players lounges.
RESPONSE
We transformed a space within the Capella Hotel into three distinctive zones: a lounge, a recovery hub and a design studio. The Event Space engaged designers and seamstresses to host multiple creative sessions, transforming Nike team jerseys into wearable art pieces. Tier 0 media were welcomed to all sessions with imagery of the events featuring in Vogue and Vanity Fair. Athletes and Nike representatives used the space for lively ‘watch parties’, cheering on Nike sponsored teams at the tournament. On the grand finale, local youth groups were invited to attend, getting the chance to have their very own Nike Air Force 1’s customised by our talented designers.
