Kids Play Lab

A BRAND EXPERIENCE

Unleashing the imagination of Kids. Nike Play Lab: Bringing to life new sports designed by kids for kids!

The Challenge

The Nike PLAY Lab was conceived to encourage kids to engage with sports and unleash their imagination: a place where kids invent their own sport, bust their best dance moves and engage ‘Mbappé mode’.

Our challenge was to create a Nike PLAY Lab live brand experience set within the Main Atrium space at Westfield London in the busy run-up to Christmas, specifically aimed at children aged 6+.

Demographic Families + Kids

Location London, UK

Duration 10 Days

Objective Brand Engagement

Early-stage sketch mock-up for the Nike Play Lab experiential activation at Westfield, London. This black-and-white image displays the floorplan used to guide the creation of more detailed mock-ups. The sketchy drawings outline where the play zones will be located within the space, providing a preliminary layout for the activation.

Detailed mock-up of the Nike Play Lab experiential activation for Westfield. The image features digital drawings of each section that makes up the experience. The design is a detailed rendering, illustrating how the experience will appear. Each section of the drawing is labeled with descriptive titles.

A mock up of the entrance to the Nike Play Lab pop-up activation in Westfield Shopping Centre, the mock up is a drawing of the sign-in entrance zone. The entrance is a square walkway that is made up of blocks in bright colours. The entrance has a title on it that says 'Nike Play Lab' on the top of the structure and "if you can imagine it you can play it' on the floor. The drawing has Nike logos planted on it and basket balls on the structure.

The Execution

We designed a multi-sport activation comprising 5 activities, including the ‘Turbo Sock Dodge’, ‘Laser Lair and ‘Dancing Rainbows’; each inspired by kids own ideas brought to life.

An array of zones gave kids the chance to get active, trying new sports that kids had dreamed up, brought to life for them to play. A gallery area displayed a range of kids concept sports and an invention zone allowed kids to submit their own new sport ideas there and then and become an ‘Official’ Nike Sports Creator.

Those kids who’s ideas were selected and realised within the experience were invited to Westfield to experience their invention in real life!

The Nike Play Lab Laser Lair pop-up activity at Westfield London features a vibrant, sectioned room covered in shiny green vinyl on the ceiling, walls and floor. Yellow and red ribbons are stretched across the room at various angles, creating a crisscross effect. A young boy navigates through the ribbons. Large windows within the Play Lab offer views of the Westfield Centre, blending the pop-up experience with the surrounding environment.

The Outcome

Thousands of happy children passed through the experience, were given fun participation wristbands and spread the word to friends to come and join in the fun!

As word spread via word of mouth and social media the Nike PLAY Lab became a bustling hub of sport, imaginative invention and joy – providing an inspiring experience and memory for kids and parents alike.

4149

Kids Participated

8,324

Games Played

Days

At the entrance to the Nike Play Lab pop-up activation in Westfield Shopping Centre, the sign-in zone features a bright blue table with green 'Play' lettering. A staff member in a lilac T-shirt stands by the entrance, holding an A5 certificate that reads, 'This is to certify you’re an official Nike Sport Creator.' The certificate is backed by a shiny gold envelope. On either side of the setup, digital screens facilitate event check-in for Nike Play Lab attendees. Behind her, the Nike Play Lab pop-up is prominently located within Westfield's main atrium on the ground floor in London.

The Nike Play Lab pop-up is located prominently in the main atrium of Westfield. Surrounding the pop-up are a variety of shops, while the second floor hosts food restaurants and clothing stores. Christmas lights hang from the shopping centre's ceiling, adding a festive touch as shoppers move through the area. The Play Lab activation occupies a large, central space on the ground floor, drawing attention with its vibrant colours. Both shoppers and visitors are actively engaging within the Play Lab.

A5 branded Nike Play pieces of paper, displayed with pink pegs on a blue wire wall. The papers feature drawings created by children at the Nike Play Lab. One of the papers includes a thank you note that reads 'Thank you Nike!!' from Lina.b.

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