Nike’s React commercial is a series of videos featuring the launch of a new revolutionary foam used in Nike React shoes’ sole. The shoe and its material are tested in an extremely automated laboratory where a robotic arm explores and measures the possibilities of this product.

The automated and fictional landscape showed in the advertisement are the main inspiration for my concept and design proposal.

My proposal is to design a dynamic and automated window inspired by the advertisement released for the new Nike React.

The idea is to show a recognizable element, such as the pile of pillows and foam featured in the commercial, and bring it live.

The interior I propose is an attempt to immerge the customer into a soft and elastic environment, suggested both by touch and sight.

Rotterdam 2019