press release

May 22, 2019

Audio Spotlight Technology is at the Heart of the Centerpiece Attraction in Nike's New Flagship Store in New York City 


Waves of focused sound emanate from beneath
the floor directly below The Beacon

Providing audio soundscapes in a massive and highly elaborate retail display, Audio Spotlight directional sound technology is an integral part of the centerpiece attraction at Nike's new flagship store in New York City. At the heart of Nike's 68,000 square foot "House of Innovation 000" on Fifth Avenue is a three-story high, space-age inspired sculpture called "The Beacon", which is comprised of 29 video screens, 70 programmable lights, and 36 Audio Spotlight speakers. 

Nike worked directly with Holosonics' partner Parallel Studio to install directional sound technology beneath the floor grating under The Beacon exhibit to beam organic ambient soundscapes upward as part of the display, which promotes noise-canceling sneakers. 

The retail space also includes vitrines with privacy glass for sneakers on display in which patrons can only see products from certain angles while the immersive waves of directional sound encompass them from below. 

The Beacon at Nike's House of Innovation 000

According to Nike, visitors to the six-story House of Innovation 000 can experience how "the promise of living retail comes to life... on each floor, groundbreaking features offer spaces and experiences that are both personal and responsive. Throughout, consumers can enjoy services that are deeply customizable and effortlessly smart and seamless."

Featuring an ultra-thin design with built-in amplifiers, the AS-16i Audio Spotlight speakers were a perfect fit for the floor-mounted sound at The Beacon display, providing a seamless integration at the new flagship Nike location. According to the team at Parallel Studio, the Nike display manager was particularly pleased with the ease of installation, and how unobtrusively the Audio Spotlight speakers fit into the space. The immersive multi-sensory exhibit transformed visitor engagement with a unique and memorable experience.

In retail projects like this one or in other similar settings, Audio Spotlight is a powerful directional sound delivery system, compatible with any source, ensuring that any retail display, kiosk, or outdoor advertising exhibit has isolated audio, while the surrounding area is kept peacefully quiet.

Contact us to learn more about how our directional sound technology can benefit your projects in the same way it has enhanced the experience for shoppers at Nike's flagship store as well as a wide variety of other settings that include museums, libraries, hospitals, airports, and many other locations throughout the world.


Click on the image to view Parallel Studio's video highlighting Nike's House of Innovation 000

Click on the image to view Parallel Studio's video highlighting Nike's House of Innovation 000


Audio Spotlight is a revolutionary audio technology that creates sound in a narrow beam, just like light. Aim the flat, thin speaker panel to your desired listening area, and provide all of the sound and none of the noise.™ From museums, exhibits, and digital signage to retail stores and special projects, hundreds of companies have chosen this patented technology to provide high-quality, precisely controlled sound, while preserving the quiet.™