Barcelona set the stage for one of the season’s most exciting activations — the AW LAB Shox Style Studio. An immersive concept celebrating the launch of the iconic Nike Shox, it featured a digital installation merging fashion, technology, and self-expression.
Driven by AW LAB and Nike, the event introduced a new format of digital styling, where artificial intelligence became a creative tool in the service of style. Guests interacted with the AI Mirror, one of the most talked-about elements of the night, inviting them to explore new ways of expressing themselves.
More than just a product presentation, the gathering became a meeting point for community and culture. Music, energy, and spontaneous moments created a warm, authentic atmosphere. Many guests stayed throughout the event, strengthening their connection with the brand and reaffirming AW LAB’s position as a key reference in urban trends.
The event brought together local creators and talents such as Wizproblema, Afrik, Chaimaa, Catana, Oulouy, and Stefanie Dechant, among others. They shared their experiences on social media, generating over 150,000 impressions and 65 story mentions.
With more than 120 attendees and a vibrant atmosphere blending technology, fashion, and creativity, the Shox Style Studio proved that the future of retail experiences lies in the balance between the digital and the human.
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