— THE SOCIETY OF THE SPECTACLE

TALES FROM THE KITCHEN.

Nike seems to be on a roll at the moment. Beyond their usual epic TV and print campaigns, we are seeing some gorgeous stuff being produced further down the food chain. The (re)launch of 1948 London, with the fabulous iPad app and website to go along with the Shoreditch space, has created a real buzz around London again. This hyper-detailed account of the making of the awesome Nike Better World website shows off Nike’s commitment to innovation in whatever medium going.

But, while we marvel at these pieces of creative execution, it’s easy to forget just where all this innovation stems from. The shoes. It seems to be that there is a rather interesting innovation unit buried deep within the Beaverton headquarters, called, aptly, ‘The Kitchen’ (Official title: Nike Sports Research Lab)

Helpfully, The Kitchen has decided to show off a little bit of it’s wares. Channeling ‘Tales From The Crypt’, A psychedelic smorgasboard similar to ‘The Electric Company’ (with a soundtrack lifted straight from Henry Mancini’s The Pink Panther). Tales From The Kitchen tells the story of Nike Hyperfuse. And what a story it is. This is such a fabulous piece of work, because not only does it show you what makes the Nike creative process tick, but also shows how great creativity happens, testing, tweaking, exploring, digging. The animation in all it’s psychedelic glory, cuts away the marketing fluff, and shows just why Nike is always at the forefront of Innovation.

I like. More please.

 

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