The Brief

For Air Max Day 2023, Nike and Supply Store teamed up to celebrate the return of the Air Max 1 '86 "Big Bubble." The goal was to create a retail experience that honoured the shoe’s legacy while pushing the boundaries of in-store storytelling. With just two weeks from brief to launch, the challenge was to deliver something immersive, fast, and culturally relevant.

The Execution

We transformed Supply Store Melbourne into a multi-sensory space that blended music, motion, and design. The centrepiece was a 28-screen digital installation, powered by custom media mapping and synced content—a setup that maxed out our tech capabilities and required new tools to pull off. Over the weekend, we recorded eight one-hour DJ sets in-store, each paired with a live VJ session. These were streamed online via Sky Lab Radio and broadcast in-store, turning the space into a living, breathing celebration of Air Max culture. The activation wrapped with a party, bringing together community, creativity, and the unmistakable energy of the Air Max legacy.