Role: Experiential Designer and Lead Creative at Studio Messa

Location: Collingwood Yards, Melbourne

Brief: Design an immersive multi-zone showroom in Melbourne that introduces Nike's first neuroscience-based footwear to invited media, athletes, and cultural catalysts during the Australian Open. The experience must translate a decade of sport science innovation into a physical journey that feels as pioneering as the product itself.

Key Responsibilities:

• Led concept development, visual creative direction, and on-site styling across the full consumer journey, from arrival through to on-court product reveal.
• Developed the overall experiential narrative arc, framing Nike MIND Sciences within the cultural momentum of the AO.
• Directed the Locker Room as the hero zone, integrating sensory floor surfaces, curated headphone soundscapes, LED mesh screens, and hands-on product trial to bring the MIND 001 and MIND 002 innovation to life.
• Designed the Walk of Champions as a cinematic transition between preparation and performance, using stacked screens, theatrical red lighting, and haze to build atmosphere.
• Directed the On Court zone's visual merchandising and spatial language, using court motifs and a custom stadium lighting installation to showcase the Surf Symphony and AO Pro collections.
• Designed the shared arrival foyer as an invite-only cultural hang, balancing hospitality with brand world-building across media, athlete, and catalyst programming.

Outcome: Delivered Nike's Melbourne AO showroom across two weeks at Collingwood Yards, giving invited media, athletes, and cultural catalysts private access to Nike's most significant footwear innovation in years. The experience made the science and ambition behind the MIND platform visceral and felt, placing the athlete at the centre of everything at one of the Southern Hemisphere's biggest sporting moments.