Nike challenged us to transform their new Roblox world, Nikeland, into a real-world experience inside their House of Innovation in Manhattan. Inspired by the digital universe, we created three immersive AR activations: a custom-built “magic mirror” that turned users into Roblox characters with giant basketball heads, an AR-powered Floor Is Lava game with floating rocks and bubbling lava, and a towering pachinko-style basketball challenge.

Powered by Snapchat Lens Studio, the installation was so popular it was extended beyond its original six-week run. We collaborated closely with Nike’s internal teams, fabricators, hardware specialists, and store ambassadors to bring Nikeland’s digital magic to life in the most dynamic way possible. It was also the start of the Retail-meets-AR relationship with Nike.