Nike San Francisco features a “tunnel” escalator that brings customers from the ground level entrance into the retail space. This tunnel features custom audio panning stages that can be experienced throughout the ride. The first of these stages is the “abstract” audio, which is comprised of musical elements. The next stage which begins to introduce sports audio, such as the squeaks of basketball shoes on a court, or the dribble of ball. In the final stage the audio transforms into a cheering crowd as you enter the retail space.
In order to help better conceptualize this experience in its beginning stages, Parallel Studios had Keanu created a virtual experience where designers could scrub through the space and audio, or simply ride the escalator and hear exactly what would happen in the final installment.
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