01
The start of the race
The moment the run begins: the body really moves and the world sets off around you.
Nike · Virtual world · Mixed reality · Preview
Running inside a world without limits.
For Nike we developed a mixed-reality experience that unites physical hardware and hyperrealistic worlds through Apple Vision Pro. A treadmill and an immersive digital environment working as one, with live rankings and the chance to compete against other runners’ traces in real time.
A preview: sport when space is set free
02
The details that make it real
Textures, light and matter crafted in detail so every glance holds the experience.
03
The pavilion, from outside
The brand architecture welcomes the visitor and invites them in.
04
The pavilion, inside
Inside the space, architecture and content wrap around you as a single scene.
05
The heart of the space
The interior open to the journey: each zone leads to the next.
06
The race zone
The point where the race is explained and lived: the centre of the experience.
07
The exterior, in motion
The façade comes alive with animation and light, announcing the experience from afar.
08
The terrace
An open-air meeting space: the brand also as a place to gather.
Adelanto exclusivo
When sport breaks its walls.
A preview of how a brand can activate, measure and move people far more when space is freed from physical limits. Mixed reality, hardware and hyperrealistic worlds on Apple Vision Pro. Three in-house brands so architecture, technology and narrative work as a single piece.
Mixed realityApple Vision Pro
Real timelive rankings
Previewin development
Three Noisy layers, one project
Noisy Studio — buildsThe spatial concept of the arena and the environment: a virtual architecture made to merge with the real movement of the body.
noisyvr — enablesThe mixed reality: integration of the hardware with Apple Vision Pro, real-time hyperrealistic worlds and live rankings between runners.
noisy.art — transcendsThe brand world and the direction of the experience: turning sporting effort into a story the community wants to live and share.
“When content becomes space, running inside the brand stops being a metaphor. The effort is real; the world, unlimited.”
Noisy Studio · Nike · Mixed reality
Exclusive previewMixed reality · Vision Pro
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