Consumers were able to select a time slot in advance via the Nike App ahead of their arrival at NikeTown London to participate. On arrival in the store, consumers would check in via an iPad, and a concierge would escort them to the cube via a branded lift to begin their experience.

Upon entering the space, consumers would take a seat in their allocated booth chosen by the Nike App. Consumers would then be fitted with an Oculus Rift VR headset and immersion would commence. Each participant was welcomed by name and transported to Tinker's creative studio in Portland where they would be taken on a journey of discovery around the design process behind Nike's new HyperAdapt 1.0 sneaker.

To add extra theatre and interest to the space, 48 custom-made LED totems were built that could be seen from across the 2nd floor of NikeTown. Scrolling animations and a software shell were digitally connected to the iPad controller, allowing colour changes at key moments of the VR experience.

Once the VR experience was finished, participants tried on the amazing sneakers, walked around the space, and stood in front of an infinity mirror. A multi-camera capture setup recorded videos of the shoes at various key angles that were sent out to each consumer at the end of their experience. To support this process, a camera server was developed and a consumer tracking and sign-up database was created.

Completing the sneaker trial meant you were gifted with an exclusive Google Cardboard takeaway which could be used to experience the VR once again in the comfort of your own home. An emailer was sent of the multi-camera capture moments with links to the VR for your Google Cardboard.