DISCOVER
THE UNREAL.
The future of Air.
A new dimension
to step into.
PHYGITAL EXPERIENCE
When
an icon
isn’t enough.
Over the years, Air Max has become a sure thing. And like every sure thing, it risks going unnoticed.
For the launch of the new Air Max Dn, Nike needs a powerful, surprising way to communicate a new generation of comfort and design.
This time, it’s not just any evolution.
It’s a revolution.
So advanced
it feels unreal.
Dynamic Air system, dual pressure, sculptural design: a shoe that rewrites everything.
It doesn’t look real.
It doesn’t seem possible.
And yet it is.
The future has
a history.
To convey how unreal the Dn is, we start from the only reality that can make sense of it: its legacy.
For Air Max Day, we turn The Truman Brewery into a phygital exhibition. A chronological journey through every iconic model — from the 1 to the Tuned, from the 90 to the 720 — all the way to the latest chapter: the Unreal.
The city.
The culture.
The crossover.
The Truman Brewery, in the creative heart of Brick Lane, is a crossroads of styles, languages and visual revolutions. Just like Air Max.
A path through design, innovation and urban culture, where every step is a journey through the history of Air.
Each model sits on its own pedestal, heightened by dramatic lighting. The walls come alive with digital posters that capture the spirit of the era each shoe was born in.
An interactive celebration that brings together heritage, physical experience and digital content.
To remember where we come from.
To show where we’re going.
YOUR BODY
TELLS THE STORY.
Air Max comes to life through the only tool it was made for: your body.
With motion tracking, your shadow becomes the controller: brush past the projections and the content switches on. Posters that spring to life, graphics that react as you walk by.
Don’t just
follow the line.
Step inside.
Every model is an icon.
But it’s only the beginning.
A simple scan of the QR code unlocks a digital counterpart: an online, augmented reality experience that lets you step inside the design.
Decode it.
Strip it down.
Bring it to life.
A 3D wireframe model reveals every layer of the shoe: materials, structure, design choices. To take it apart, analyze it, understand it.
Step into the Dn
05 / ANATOMY OF THE UNREAL
AIR MAX DN — DYNAMIC AIR
THE UNREAL.
LAYER BY LAYER.
THE STARTING POINT
Every revolution starts from the ground up.
