CuldeSac™, one of the most versatile studios in the Spanish creative world, gave their signature design to the NTC Madrid Hub, a temporary space that opened its doors from April 26-30 in order to promote the launch of the Nike Training Club app in Spanish. NTC is a complete training app available for free download on the iPhone. In order to promote the NTC app to women and aid them in living a unique training experience, CuldeSac™ created an innovative hub where attendees could participate in free training sessions, redefining their own limits.
Running, training and living are the three pillars that summarize the lifestyle of a woman who plays sports to live and lives to play sports. Nike Training Club exemplifies the image of a woman in constant motion. To put forth the concept of “training any time, any place,” and doing so to the max, CuldeSacTM has created a temporary space where sports are always present. NTC Madrid Hub is the place for inspiration, for surprise, for motivation, where you can surpass your own limits and even find yourself with an “impossible lifestyle” that blurs the limits of reality.
The design project for the NTC Madrid Hub is made up of three distinct, but interlinked, environments: Warm Up Space, Impossible Space and Reward Space.
• The Warm Up Space recreates a familiar atmosphere that brings back the essence of an authentic locker room. This is a functional space that is also special and inspiring, where visitors can prepare themselves for the big moment. From the very first step inside, this point gives off the spirit of teamwork and competition, motivating visitors to go through the challenge with the utmost energy. The Warm Up Space, where the lockers and benches are found and you can listen to talks by trainers, furthermore functions as a window to the Nike universe.
• Playing with contrast and fantasy, CuldeSacTM has created the Impossible Space, the heart of the NTC Hub, an area where rules are not at all conventional. Due to its abstract and unexpected conception, the Impossible Space blurs the boundaries of the typical training site and generates a very impactful place for visitors. This is where participants are imbued with the idea of training anywhere, anytime. A series of stairs are strewn throughout the entire installation as metaphors of a walk to the summit: toward constant self-improvement and development. There are also mannequins in this area that are equipped by Nike to challenge pre-conceived notions and convert impossible things into reality. The doors represent the goal to achieve and show the lifestyle that consumers pursue.
• Finally, the Reward Space is an inspired, well-lit place in an outdoor park, where visitors can recover their strength and get comfortable again. In this stage of the process, participants delight themselves with the most leisurely and pleasant part of the experience, which likens itself to be a veritable Garden of Eden. Trees, fresh grass, clouds and swings are the hallmark elements of the Reward Space¸ so as to invoke the enjoyment of the open air, pleasant conversation and simple rest.
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