Shopping in a virtual production studio | Nike House of Innovation

Experiential retail is graduating to connected retail – brands utilizing a combination of technology and physical space to drive convenience, engagement and exposure. We explore the development in a new FRAME Views series, which comprises five videos showcasing best-in-class retail stores. Our first reveals how Modem employs data for hyper-personalized experiences at the Nike House of Innovation in Paris.

What if every in-store customer left with a purchase – and the memory of a unique audiovisual experience tailored to their own tastes? That’s the idea behind two Modem-designed installations at Paris’s Nike House of Innovation. The Amsterdam-based studio most recently commemorated the launch of the Air Max Pulse sneaker with an interactive generative AI system incorporating sound and live images. Another project saw Modem develop a multisensory weather simulator showcasing the American sportswear brand’s FIT ADV line, utilizing a massive LED screen to turn product try-ons into a cinematic journey with digital souvenirs. Modem cofounder Astin Le Clercq prompts retailers to ‘challenge the role of both platforms – online and offline – and start understanding the needs of your customer better by creating personalized and data-driven experiences.’