Modem designed an AI-powered audiovisual installation for the Nike House of Innovation Paris, to mark the launch of the Air Max Pulse sneaker. The exhibition used AI image generator DALL·E 2, a deep learning model developed by OpenAI which uses prompt descriptions to produce imagery. 

The designer developed a custom mixing table enabling guests to make selections from pre-defined prompt components. The prompts were continuously transmitted to the model, generating dynamic imagery. Air Max-inspired visuals were displayed on five screens and accompanied by a bespoke soundscape broadcasted on a high-calibre sound system. 

The Modem-designed installation for Nike leans into the novelty of AI technology and its current prominence in popular culture (with the aforementioned cases revealing its inherent interactive nature and ‘fun factor’). The Air Max Pulse installation flips the narrative of immersive retail, transforming it from a passive experience, one characterized by the mere presence of the user, into a participatory user-led space. It also achieves a truly innovative and creative application of the technology, demonstrating its literate measure of the current cultural pulse.