menu

How To Transform Consumers’ Retail Experience Into A Creative Product

How To Transform Consumers’ Retail Experience Into A Creative Product
Advertising

Footwear brand develops a participatory theatrical experience, giving visitors the chance to hear their own brainwaves react to tactile stimuli.

Plus Aziz
  • 28 november 2013

NikeIMG_5681LucianaGolcman

We were invited by Nike to check out an exclusive pop-up experience where they assembled a group of creative thinkers to develop a participatory experience revolving around the  Nike Free Hyperfeel shoe. Visitors are given the option of going through the experience with or without their shoes; either way, their feet are transformed into receptors. Each visitor was equipped with an EEG brainwave sensor that is connected to a mobile device worn on the shoulder. As the visitors paced themselves through 3 distinct rooms, their brainwave signals were converted to audio-sound that the visitor would hear through headphones plugged into the mobile device.

NikeIMG_6273LucianaGolcman

We caught up with new media artist Aramique Krauthamer to get a better understanding of the immersive product experience and his collaboration with Jeff Crouse and Gary Gunn.

Tell us about your background and how this project evolved

I come from a story background and have always been interested in creating new kinds of participatory experiences; a mix of theatre, emerging media and installation art. Jeff Crouse, my partner, comes from a programming and conceptual art background. We developed the concept together and Jeff really did all the heavy lifting so to speak.

The project started with the idea of the foot as sensory receptor. Nike had established this concept and we ran with it and proposed literally turning the foot into a receptor by fitting guests with EEG brainwave sensors that would allow us to track their neurological responses to environmental stimuli and take that data and use it to build a new audio-visual world. Lars Berg joined the team to take the back-end structure Jeff built and created a generative visual world in openframeworks and Gary Gunn joined in to take the data and build a generative soundscape. We were quite lucky to have a great team from the beginning.

Tell us about the experience you’ve designed and how it reflects Nike’s recent product innovation

Guests remove their shoes and are fitted with neuro sensors upon entering the labyrinth. Inside, they walk through a range of environments and are able to hear the brain’s reaction to the environmental stimuli in realtime. Gary Gunn created the sounds that are triggered on a custom mobile app Jeff Crouse developed that lets people compose their own soundscape with their neurological responses as they walk through the experience. Each guest’s brainwave data is collected and at the finale is visualized as a collective art piece.

On a 7.5 foot circular structure hanging from the wall each visitor adds a new layer of topography to create an ever-evolving world of the mind. The linear journey through the labyrinth is represented as 360 degrees around the radius of the structure. Each new journey is added to the outer edge of the structure and the oldest journey is in the middle. The connection with Nike’s Free Hyperfeel—turning the foot into a sensory receptor by removing components leaving only the essential parts—was clear from the start and felt natural for us as artists. It’s quite obvious after walking through that the feet experience much more than we realize and by being aware of the ground we become more connected with our environment.

NikeIMG_6096LucianaGolcman

Tell us about the tactile/sensorial experiences embedded within HyperFeel and how they work together

The environment is our stimuli. Guests walk over wet stones, sand and grass and hear how their brains react to different these surfaces. They hear sounds triggered immediately when the wet stones grab their attention. Coming out of the environments they are able to see how their brain reacted at different points. When they see the new layer added to the collective visualization they have this great moment where they connect an area of the labyrinth that was meaningful for them to a spike in the topography they are creating. Our intent wasn’t to make a science experiment. Simply to let people go through sensory environments and create a collective art piece. It’s very personal to walk through on your own and then see the visuals you created come to life right there. Nearly everyone saved their video and images as a souvenir of the piece they made.

NikeIMG_5651LucianaGolcman

NikeIMG_5944LucianaGolcman

What’s been the most interesting response you’ve had to your work.

Very few people have every seen or heard their brainwaves. When people walked through and realized they were actually composing live generative audio with their mind it became very surreal for them. It’s just not something they would expect. Most of the responses were similar. People had this sense of awe and pride that they were creating these visuals and sounds with their brainwaves. It was the first time we used a brainwave sensor and we had the same experience as the guests. It just feels kind of awesome to see and hear something that is so abstract and intangible for the first time. Now that we have this whole backend system that Jeff Crouse created we’ve been thinking about all kinds of ways we can use brainwave data to create new forms of audio and visual experiences. It’s quite interesting to hear all of the crazy ideas people were throwing at us. The most interesting response is that people want to see it come to life in new ways and keep going. Hopefully there are ways for others to be able to experience it in the future.

Thanks Aramique!

Advertising
Trending

Japanese Face Wash Creates A Perfect Rose Every Time

Arts & Culture
Mobile august 26, 2016

Get A Better Idea Of How You Are Wasting Your Time

The TouchTime app is trying to revolutionize personal task management by providing detailed insight on how to be more efficient

Culture august 26, 2016

London Telephone Box Repurposed As A Tiny Mobile Repair Shop

Tools and supplies to replace broken screens or damage are neatly stowed away in these micro-workrooms

Trending

Get PSFK's Latest Report: Future of Work

See All
Design august 26, 2016

Conceptual Sportswear Created Out Of Futuristic Condom Material

A Dutch fashion designer is experimenting with new methods and fabrics to make high performance clothing

Fashion august 26, 2016

Fashionable Tassel Will Ensure You Never Lose Your Valuables Again

The device is fashion meets connected tech, that will help you keep track of your belongings at all times

Syndicated august 26, 2016

Would You Wear Wool Shoes To Save The Environment?

As demand for wool shoes grows, a number of US footwear brands are heading directly to the source: the sheep pastures of New Zealand

Sustainability august 26, 2016

Self-Healing Material Is Fashioned Out Of Squid Teeth

Penn State researchers have devised a new textile that uses organic proteins

Arts & Culture august 26, 2016

Search Engine Turns Your Own Drawings Into Photos

This image-matching software accepts hand-made sketches instead of keywords

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

PSFK Op-Ed august 25, 2016

Retail Expert: What Sustainability Means To The Millennial Generation

Jo Godden, Founder of RubyMoon, discusses how brands can limit their environmental impact worldwide

PSFK Labs august 25, 2016

PSFK’s Workplace Vision: How The Nurturing Of Seeds Will Come To Define The Onboarding Process

Our Future of Work vision is a service that allows companies to assemble and deliver welcome packets that are uniquely focused on the concept of growth

Arts & Culture august 26, 2016

Illustrator Interprets The Experiences Of Blind Travelers

Artist Alby Letoy creates drawings of poignant travel memories for the visually impaired

Advertising august 26, 2016

Clickbait Titles Used For The Good Of Charity

An agency devised an unlikely campaign that uses clickbait as a positive force to drive awareness to nonprofit initiatives

Advertising august 26, 2016

The Best In Eye-Catching Olympics Campaigns

PSFK rounds out the Rio Games with our picks for the best advertising moments off the field

Work august 26, 2016

Editorial Roundtable: The Arrival Of The People-First Workplace

Managed By Q, Soma, Workbar, Primary and thinkPARALLAX enumerate the reasons why companies need an employee-embracing workforce in order to exist

Arts & Culture august 26, 2016

Transforming Light Waves Into A New Art Form

An artist uses glass treated with layers of metallic coatings to create a unique installation called lightpaintings

INSIGHTS COVERAGE

Rio Olympics
Innovation Coverage From The Rio Games
READ NOW

Design august 26, 2016

This Windbreaker Lets You Explore The Outdoors While Charging Your Phone

The apparel includes solar panels that allow the wearer to stay connected through the power of renewable energy

Asia august 26, 2016

The Goal Of This Game Is To Not Get Laid Off From Your Job

A hit mobile app has you working really, really hard to not get fired as you climb the corporate ladder

Advertising august 26, 2016

Movie Critic Bot Guides Viewers Through Festival Offerings

The Toronto International Film Festival has created a Facebook Messenger chatbot to help attendants curate their schedule

No search results found.