This interactive pop-up installation was created to launch the New York Knick’s basketball star Carmelo Anthony’s new M8 Jordan Brand sneaker. It was inspired by the star himself and fully immerses the visitor into his life. The exterior of the installation mimics Anthony’s outstanding athletic talent and performance on court, displayed by the shattered and diverging basketball floorboards. Apparel and Melo M8 sneakers, specifically engineered to support his unique play, hang throughout the devastation of planks where its technological advancements are showcased alongside original quotes. Anthony’s calm demeanour off the court can be experienced inside the installation where two concave white walls display digital footage speaking about what drives and inspires this athlete. The interactive experience thus conveys the artistry of the athlete and his on-court fiery range of motions, and in doing so, it conveys the potential of the new sneakers in a strong and convincing manner.
Statement by the jury
»This pop-up installation impresses with the simplicity in visualising the idea that it was the enormous energy of basketball player Carmelo Anthony that made the basketball court floorboards shatter. The athlete’s talent and temperament are further elucidated on video walls on the inside of the installation, effectively rounding off the cleverly staged concept.«