Nike has unveiled Trove, a sleek digital experience for its customers in China that celebrates the brand’s collaborations with Matthew M Williams, who runs fashion house Maison Givenchy, and musical artist and producer G-Dragon.
Optimized for use on smartphones, the experience uses AR technology to allow users to navigate unique worlds built for each collaborator based on the chosen aesthetic language. Although the design concepts are visibly distinct from each other, they both share a futuristic feel.
Williams is akin to a glitchy yoga retreat in the desert, while the atmospheric zone created for G-Dragon feels like an architect has gone to town in a cavernous underground bunker.
The experience is linked to additional content where people can learn more about Nike collaborations with the two creatives, and they can also generate a personalized business card inspired by each theme. The local version of the experience contains quick links to products integrated into AR environments.
The platform was created by BBH China, production studio Unit9 and Nike’s global catalytic brand management team – Nike’s global marketing arm that works on collaborative brand projects in the areas of fashion, design, entertainment, music and art.
All of the platform’s copy is written in Simplified Chinese, so people requiring a different language to navigate the experience might benefit from their mobile browser’s live translation feature, if available.
Access the Nike Trove experience via smartphone here