SILICONCORE INSTALLS 6K MAGNOLIA 1.5MM LED DISPLAY FOR NIKE FREE NYC

SiliconCore Technology brings immersive environments into retail, partnering with AKQA and the Nike Free team as a supplier of fine pixel pitch, large format, LED displays. SCT brought its award winning 1.5mm pixel pitch Magnolia product configured as a 6K display to an amazing immersive experience at Nike Town New York. In collaboration with AKQA, an ideas and innovation company, this display became the visual focus of the immersive experience.

The theme being ‘Force of Nature’, the team wanted to bring the world’s most amazing roads to runners trialing the Nike Free shoes through a totally immersive experience. Landscapes portraying Iceland, Hawaii and America’s southwest featured roads that cut through terrain shaped by forces of nature. The scenes were then presented in awe-inspiring scale with runners on treadmills facing a massive LED screen.

Without leaving the city limits, runners were transported into the natural world during a heart pounding 50 minute treadmill class where the speed of on-screen footage was matched with the very pace of each interval. Every runner’s experience was captured as a 15 second video takeaway to be shared on their own social media channels. Response was overwhelming and remaining weekend sessions were fully booked in just 6 minutes.

“This was a completely immersive experience, it allowed us to really lose ourselves in the workout.” commented one Nike Stride runner.

The seamless 363” diagonal display, was made up of 12.5 million pixels spanning 28.3’ wide by 10.6’ high.

AKQA, Nike’s choice for creating the immersive environment, selected SiliconCore technology based on its ability to closely mimic reality with deep grey scale, high contrast, and a wide color gamut. In addition, their search for a vivid display bright enough for a retail application led them to the Magnolia product, utilizing Common Cathode technology, for 2000 Nit brightness and total power consumption of 9.94 kW.

Nick Mitrousis, Group Technical Director at AKQA commented, “When the Force of Nature experience was first run on the Magnolia wall, we were awestruck. The color, contrast and resolution were nothing like we had seen before. Ever since that installation, we’ve used SCT as our gold standard for display technology.”