Chinese architecture and design studio Coordination Asia have completed a series of sci-fi tinged pop-up running hubs for sports giant Nike at Shanghai’s Times Square.
Created for the Nike+ Run Club – a community which brings people together to explore their cities through running – the hexagonal structures house treadmills in pod-like sections, intended to create a kaleidoscopic interior.
LED strips of light on the floor and ceiling build up to create a sense of momentum as runners prepare for their work out, “wrapping participants in a temple-like setting devoted to the running experience.”
Runners’ live performance statistics are displayed on colourful electronic screens both inside for them, and outside to draw attention from passers-by. Aside from running, Nike is using the hubs to host training professional sessions, equipment demonstrations and healthy living events.
The design team wanted to create “a full-fledged experience inside an extraterrestrial setting,” particularly during the colder months when pop-up gym services may be more appealing than a run outdoors.
The choice of location – outside department store Lane Crawford the square – is intended to maximise interest. Anyone can pre-register online to use the hubs, or sign in at the similarly-designed information hub nearby.
“When it comes to grabbing the attention of customers, nothing beats a shareable, livable, one-of-a-kind experience,” said the studio in a statement. “The need for a strong brand-customer connection has never been more prevalent, and what better way to connect than in-person?
“The hubs are a haven for those serious about running – from seasoned pros to beginners. We created a space where talk can become action and people can become athletes.”
Coordination Asia founder Tilman Thürmer added: “With an ethereal, out-of-this-world design, stepping inside the main hub of the Nike+ Run Club takes you far away from the busy, chaotic streets of the city.”
This is not the first time Nike has dipped its toes into the world of futuristic design to promote its products and services and inspire a more active lifestyle. Last year the company partnered with designers Bartle Bogle Hegarty Singapore to open a “reimagined running track” in the centre of Manila, where sprinters could race against their own avatars in a 200m venue shaped like a huge sole print.
It has also collaborated with artist Kaws to cover two of New York’s community basketball courts with his signature brightly-coloured murals.
