- Coordination Asia
Design TeamTilman Thürmer, Manuela Mappa, Vega Li, Yu Yin, Wang Jin Jin
ClientNIKE SPORTS (CHINA) CO., Ltd
Text description provided by the architects. Something new has been spotted on Huaihai Road. COORDINATION ASIA just completed the newest running hubs for Nike at Shanghai’s Times Square, home to Asia’s trendsetting department store Lane Crawford. The hub provides gym pop-up services for runners during the chillier months while promoting the Nike+ Run Club, a community that finds the runner in everyone – bringing together people to hone their skills and explore their city through running.
This spring, runners can kick themselves into high gear with a full-fledged experience placed inside an extraterrestrial setting. The hexagonal structure with dynamic media surfaces houses treadmills in pod-like sections, creating a kaleidoscopic interior. As runners get in the zone, their performance stats are displayed on screens both inside and outside. Training sessions with professionals, tech demos, and healthy living Just Do It Sunday all take place in the hub. Those who want to participate can pre-register online or sign in at the separate information hub nearby, also designed in a similar stealth craft style.
“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.” says COORDINATION ASIA founder Tilman Thürmer.
Exemplifying the power of immersive brand experiences, the NIKE+ RUN CLUB on Huaihai is an inclusive experience for runners that combines personalization, community, and activation.