Last updated : December 06, 2018 10:39 am
Nike introduces its most personalised and digitally-connected shopping journey through its new concept, House of Innovation. The store is located at Shanghai’s popular Nanjing East Road shopping district and spread across 41,450 sq ft and 4 levels..
The interiors of the Nike Shanghai House of Innovation is inspired by the fluidity of sports, created to ignite the next evolution of Nike retail through transformative displays and interactive journeys. The store’s exterior also reflects the innovative design: the Nike-exclusive glass creates motion to mirror the movement of athletes, reinforce the angle and power of the Swoosh and represent the iconic aesthetic of Nike Air.
At the store’s Nike Arena, in the centre of the first floor, shoppers will find key styles and installations — from the Zoom X live to a Battleknit LeBron sculpture — that rotate regularly. At the digitally-enabled “Center Court", they can enjoy speaker sessions, workshops and digitally-led trialling sessions.
At another sneaker customisation area, Nike by You, NikePlus members can have one-on-one sessions with a designer to customise select shoes — adding dip-dye, embroidery and more — and walk away with freshly designed footwear.
As the brand has already disclosed their plan to soon roll out its newer New York City Concept, one eagerly awaits to see the divide between online and offline getting even thinner.