To launch the latest collection of Nike’s famed KD8 sneaker silhouette, creative agency GUILD, conceptualized, designed, and built a pedestal display that housed a hi-resolution 3D-printed replica of the latest sneaker. The shoe was then embedded into a structure holding a chemical compound with a sensitive reaction to magnetic fields (Ferrofluid). Two actuated neodymium magnets guided the ferrofluid along the sole and sides of the shoe, creating an effect of moving black spikes growing out of, and alongside, the exterior of the 3D-printed sneaker.
The pedestal display was strategically positioned at the entrance of the KD8 shop-in-shop at Niketown NYC; creating an interactive in-store moment for consumers to engage with and share via social media. This design concept garnered considerable attention and helped to drive retail sales surrounding the KD8 launch, while also resulting in significant social media impressions.