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NIKE INNOVATION SUMMIT

For their 2018 Innovation Summit, Nike unveiled groundbreaking football-kit designs and the new Mercurial boot in a two-day venue takeover. Causing a social media storm, big-name players, press and influencers discovered three major launches as they travelled through a maze of immersive rooms.

With its expansive volume and blank-canvas appeal, HSBC’s infrastructure enabled the creation of a series of mini-rooms. Here, the great reveal of the new England  National Football team kits offered guests a first-look ahead of the World Cup 2018. An interactive workshop in Publishing also provided attendees with the opportunity to customise their own football jersey.

For the grand finale, guests enjoyed a majestic 270-degree LED screening of Nike’s launch-film, featuring a roaring cheetah and soundbites by Ronaldo and Neymar. A high-volume soundtrack aided suspense, before rows of the new Mercurial boot descended from the ceiling. Three stages then immerged from the screen, revealing footballers Sanchez, Hazard and Neymar.

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