Refer to this link for more information regarding this project:

Hovercraft created an interactive basketball trialing experience at Nike NYC’s House of Innovation. Found this project while scrolling through the Instagram page of @cacheflowe, a tech director at Hovercraft. His works and experiments are always creative, refreshing and intriguing.

About this project “nike adapt bb”:

Hovercraft created an interactive basketball trialing experience at Nike NYC’s House of Innovation. Focusing on the shoe’s performance and ease of use, Hovercraft created and developed a visual style that led users through various skill challenges. After the experience, consumers could take away a printed poster highlighting data from their actual performance.

This immersive game-play inspired trial experience was outfitted with motion-tracking cameras closed-circuit feeds and sensors to capture their gestures to display the visual effects on screen. Its a whole complex and detailed immersive project installation that is very successful.

Coaches could then tailor the experience based on participants interest & ability levels which allows consumers to experience the product and find their perfect fit.

About this project “interference pool”:

Interference Pool is an interactive audiovisual installation that aesthetically and conceptually explores the idea of virtual and physical space. This artwork installation is a collaboration of Cuppetelli and Mendoza as well as a sound designer artist, Peter Segerstrom. This is an extension of their previous collaboration, Transposition, which is a further development of Cuppetelli and Mendoza’s past works which were Nervous Structure and Notional Field. This artwork was first exhibited at the Muskegon Museum of Art, Muskegon in 2014.

The work consists of two floor sculptures, faced with a series of parallel elastic cord lines. The materials and equipment used in this in installations are plywood, elastic cord, video projectors, video cameras, sound system, computer and custom software. These sculptures are lit up by two video projectors, which output a computer generated graphic consisting of a set of white lines equal to the physical lines in the structure. With the aid of a video camera and custom software, the video projections react to audience’s motion. As the audience moves, the computer determines the direction of the motion by interpreting and even anticipating their actions. Then it generates a set of virtual forces that affect the lines, which curves and bend in a highly naturalistic way, as if they were being disturbed by wind or waves. In addition, the viewers triggered sounds as the system detects motions from their movements, therefore creating an ultimate immersive and responsive sound environment.

The purpose of this artwork is to contrast two very distinct aesthetics and ideas, the highly rational stiff grid against the organic essence of forces. Based on the title of this installation, it has reference to the optical effect that happens when these two elements interact. As two of these elements combine, an “interference pattern” is created. Hence, the audience could see their actions directly affects the straight rigid grid lines projected which resulted in an organic wave pattern.

Here’s another interactive experience project by Nike, an interactive playground for their customers to try out the promoted shoes: