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September 06, 2013

The Art and Science of Feeling

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This week in New York City, Nike brings the art and science of natural motion to life through an immersive installation. Housed within a subtle, black-on-black temporary structure, the environmental design provides guests a raw and physical interaction inspired by Nike’s latest running innovation—the Nike Free Hyperfeel.

Three distinct physical spaces make up the labyrinth, which is comprised of different barefoot experiences that amplify nature and provide guests a tactile exploration of environmental elements. Nike partnered with artists Aramique Krauthamer and Jeff Crouse on the projections and visuals to augment the experirence and ground feel of common running surfaces like stone, sand, and grass. Equipped with neuro-headsets, visitors produce their own audio-visual installation—informed in real time by the brain's sensory reaction to the textures underfoot. The installation connects the science of natural motion with cutting-edge contemporary technologies to form an unexpected sensory experience.

The Art and Science of Feeling will be open to the public on Sept. 6, 7 and 8, 2013. Located at the corner of 9th avenue and Gansevoort Street at the Gansevoort Plaza in NYC, a special colorway of the Nike Free Hyperfeel will also be available for purchase at this location.

About Aramique Krauthamer 

Aramique Krauthamer is founder of Odd Division, a production company specializing in interactive and immersive media. His work bridges the gap between the physical and digital, inviting audience participation through a combination of traditional story telling and cutting-edge technology. Krauthamer has created installations for major museums, non-profits, record labels, and one president. 

About Jeff Crouse

Jeff Crouse creates software, web applications and installations that invite people to interact and enjoy technology in new ways. His projects often involve robots, generative software, crowdsourcing, and computer vision techniques. Crouse’s work is exhibited at galleries and museums globally. He is also a professor for the Design and Technology MFA program at Parsons.