Up There
Air Max Day ‘24

The Brief

To celebrate the launch of the Nike Air Max Dn, we were brought in to take over parts of Up There Store in Melbourne. The brief was to create an in-store experience that didn’t just look tell the story of the Dn, but brought the tech and energy of the Dn to the space. It needed to be innovative, interactive and make sense within the premium, fashion-meets-streetwear vibe Up There is known for.

The Execution

We kept the approach minimal but intentional – layering subtle brand moments throughout the space without overwhelming it. Every detail was considered, from custom visual elements to how people would physically move through the store. We activated their in-house barista setup and collaborated with local bakers to design custom cakes inspired by the shoe, served up at the launch event. The hero of the experience was an interactive digital mirror – fully custom, programmed to react to movement with dynamic visuals that echoed the design language of the Air Max Dn. A mix of analogue and digital, all built to reflect the pace and personality of the shoe.