Capturing the Ethos of the Brand Through Contrast
We created a bold, contrasting space in Shanghai’s luxury shopping location which leveraged behavioral science principles to encourage specific reactions from customers.
Unlike the luxury retail stores around it, the facade sets up the idea of exclusivity and mystery to pique people’s interest and invite them to investigate the unknown within. Visitors then moved through a tunnel of bright light and sonic effects. As shoppers progressed, their motion triggered a flip to complete darkness, allowing them to recognize the only remaining light in the space - the statuesque form of Michael Phelps and intense, 270-degree video loops and spatialized audio featuring athletes in the perpetual motions of training.