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ASICS - INNOVATION SUMMIT

TYPE & TECH Product Launch, Personalised Virtual Reality Experience

CLIENT ASICS

OVERVIEW

In partnership with Edelman, we launched ASICS’ first-ever fully personalised Innovation Summit for global media to experience from the comfort of their own home. Users were taken on a virtual reality journey through the past, present, and future of ASICS’ commitment to human-centric design. Every aspect of the VR world was specially constructed to respond to changes in the user’s biodata (tracked using a heart rate wearable) in real-time, creating a unique experience completely tailored to them. The experience culminated in the grand reveal of ASICS’ latest performance running shoe innovation – METASPEED™.

Together with Edelman we built two experiences:

YOUR LAB – VR EXPERIENCE

Exclusively for the media and VIPs, we designed an interactive VR experience driven by biometric data.

METASPEED – WEBGL EXPERIENCE

We also created a WebGL experience for members of the public to experience the differences between the 2 hero shoes.

YOUR LAB

Human-centric design is a key aspect of ASICS’s philosophy, which is why we applied personalisation to every aspect of the design. Users’ biometric data informed the visuals of the VR environment, influenced the soundscape, whilst their activity and gaze data made the entire experience react. 

A lab, built around you.

AI COACH AI

Coaching is a future ASICS innovation. To build awareness of what’s to come, we built in an AI coach character as a support tool throughout the experience.

WRIST NAVIGATION

Checking your wrist is a natural movement, it’s why we created a watch-like navigation with an easy-to-use UI to help the user explore, access their live biodata, and teleport across the space.

BIOMETRICALLY DRIVEN

Heart data collected by a wearable monitor, influenced the colours and soundscape of the environment. We also used the user’s gaze data and activity within the experience to make the experience reactive.

ENVIRONMENT: Biometrically influenced architecture

Users’ biometric data would be categorised into four states: Active, Energized, Calm & Focused. The colour palette would react accordingly to each state. Users could also change their state at any moment, by completing an activity at an exercise pod.

HUMAN-CENTRIC DESIGN

The entire world is designed around a figure 8-loop pathway structure, to ensure users could never get lost and could always return to the centre. Concentric circles put users in the centre of the world, reiterating the messaging from ASICS ‘a world, built around you’. 

The human form was embedded into every aspect of design, the organic architecture using curves, rib cages, and even the textures were influenced by skeletal muscles and sinew.

INTERACTIVITY

A key part of the experience was being able to interact with your environment, we did this in a number of ways.

GAMIFICATION

Exclusively for the media and VIPs, we designed an interactive VR experience driven by biometric data.

EXERCISE STATION PODS

Users could hack their experience via interactive pods. A space where users can take a break between learning, and physically change their biodata through short exercises. Changing your heart rate and the experience simultaneously.

SCANNING 3D OBJECTS

An interactive virtual foot scanner was embedded into the experience to give users a teaser into ASICS’ ‘Own-Last’ future foot scanning tech for 3D printed shoes.

SCUTOID PRESS

To showcase how Scutoids (a natural form that can withstand huge pressure) are being built into the midsoles of ASICS shots, we created a lever, as a tactile way to reinforce the impact of using these innovations.

ARCHIVAL CONTENT

To contextualise the history of the brand, we created a historical walk-through experience, highlighting ASICS’ commitment to human-centric design and their study into human science.

INTERACTIVE OBJECTS

Sustaining engagement throughout the experience is key, we wanted users to have autonomy around content they played with a disc-style video selection tool.

METASPEED™ ARENA

Whilst in Your Lab, you were able to visit the Metaspeed™ Arena, where you could meet an athlete that takes you on an informative lap of the track, where you find out the benefits of the 2 variations of the Metaspeed™ shoe.

LET’S TALK