NIKE X BSTN
PROJECT 08/2025
Utopia Munich – Brand Activation – Project Management
Attendees:
1500
Type:
Brand Activation
1 Hall
Area(s):
PROJECT OVERVIEW
The Nike x BSTN brand activation in Munich orchestrated multiple activations in a compact space: A stage for live acts, diverse customization workshops, brand activation zones, and retail displays had to be arranged to create optimal guest flow – without individual areas blocking each other or causing acoustic disturbance.
The visual and spatial highlight: A BSTN-branded monster truck that functioned simultaneously as an eye-catcher and as a functional space divider. The truck divided the hall into two distinct zones – performance area on one side, workshops and customization on the other. Its sheer mass and street-urban aesthetic set the tone for the entire activation: Raw, authentic, Nike-core.
The technical challenge lay in coordinating parallel activities: While live music played on stage, workshop areas had to be acoustically shielded so conversations remained possible. LED walls were integrated into corrugated metal structures – a mix of trade show construction and street style. Neon signage in orange, green, and red defined the individual zones visually, while PA zoning ensured sound bleed was minimized.
SPECIAL FEATURES
Monster truck as functional design element and space divider. The challenge: Integrating a massive vehicle (3+ tons) into a hall, distributing static loads on the hall floor, and simultaneously using it as a spatial barrier between performance and workshop zones. Guest flow had to be designed so visitors could seamlessly transition between live acts, sneaker customization, retail browsing, and food areas. The solution lay in a circular routing system: The monster truck as central pivot point, around which all other activities grouped.
