Parallel created a permanent spatial sound installation for the entry escalator in Nike’s SF store. As you travel up the length of the escalator you pass multiple speakers playing sounds that literally carry you through an abstract audio journey. Moving from low droning tones and distant crowds you eventually travel into the sounds of athletes and gameplay.
The entire composition is generative in nature with a mixture of sports and crowd sounds that are constantly shifting, evolving and never repeating.
The overall effect transforms the space from a standard store entry experience into a unique moment of brand storytelling using sound as driver of experience.