Following the successful launch of the Nike LeBron Innovation Center
website, Bluecadet was approached to design and develop a similar
immersive experience for the newly constructed Nike Serena Williams
Building. This building serves as the home for Nike's expanding
design department. Our goal is to create a website that captures the
openness and spirit of the original site while incorporating a more
guided narrative flow. This narrative should not only reflect Serena
Williams' inspiring essence but also showcase Nike's innovative
approach to design.
Project Goals
Serena's Inspiring Essence
Showcase Serena Williams' spirit and influence through the
design and content of the website.
Showcasing Stories of Design
Showcase interesting stories about design and the people behind
the Nike brand using story-telling modules.
Guided Narrative Flow:
Develop a more guided narrative flow that leads visitors through
an immersive and captivating experience.
The journey
Guided Experience in an open field
The experience is housed within an isometric world with 4 distinct
"stop", the user is prompted to begin by going through each stop
sequentially, following a linear narrative flow.
The user are free to return to the overview of all the worlds, or
explore each stop at their pleasure. This allow for a bit of
freedom on the user's part.
Crafting a layered world
The 3D world is inspired by a tennis court combined with Serena
William's personal branding with a bold pink contrasting nicely on
a dark background.
Many tennis particles, layered grid and geometric lines suggest a
sense of depth while conveying a sense of a blueprint / sketchy
aethestics of the design process.
The "pin" – a term we coined for the story modules on the 3D world
– have a variety of design inspired by their functions but also
the layered geometric shapes inspire by tennis.
The story modules
When the user click on a pin, they are taken to a 2D view of a
story module. This can be anything: slideshow, videos, hotspots...
These are designed to be media-first to help showcase Nike's
beautiful media assets.
The site is also fully responsive, optimized to work just as well
on mobile devices.
The Conclusion
The project successfully captures the enchantment of Serena Williams
and Nike's innovative design vision by employing a semi-open
narrative flow that invites users into a world of wonder and
delight.
