How Nikes House of Innovation Retail Concept Puts Consumers First
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If a customer uses their phone to request a certain size to try on in, say, the shoe department, an employee will bring that out to a "pick up" station on the floor, which is meant to allow shoppers to keep shopping. The retailer has set up Instant Checkout kiosks on every floor, complete with bags and a slot for hangers, to let customers check themselves out with the app if they don't feel like waiting in line. It remains to be seen whether such innovations will be picked up in retail generally (Puma, for its part, inked a deal for a flagship just two blocks away) or readily embraced by customers, but that’s not hampering Nike devotees from flooding in.
Innovation for Athletes*
Nike's new Expert Studio is located on the top level, as NikePlus Members can pair up with a Nike Expert to find the right item for any given use and then customize the product. Our designs to mitigate Covid-19 are as intentional and seamless as the designs in store. The executive, who boasts a 22-year career with the Beaverton, Ore.-based company, shed more light on the store concept at WWD’s Retail 2030 forum on Wednesday. The unique elements of the store were mostly on the top and bottom floors, but with mixed success.
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Despite debuting a month after the China outpost, the Manhattan location was dubbed House of Innovation 000 (Shanghai was 001) — a sprawling 68,000-square-foot, six-floor space that promises visitors a peek into some of the brand’s most cutting-edge creations in an experiential retail environment. Nike were also looking to innovate through the use of technology via the Nike app. An attempt at enhancing the actual buying experience was the ‘scan an outfit’ option in the app.
Inside Nike's new House of Innovation flagship
As part of its growth strategy, Nike is also moving ahead with plans to open up to 200 new smaller-format, digitally enabled “monobrand” stores across North America and in the EMEA regions. To address safety during the ongoing global health crisis, the store is also outfitted with hand sanitizing stations and will encourage social distancing through tailored lighting that directs shoppers to remain six feet apart. “Obsession” and “iteration” accurately describe the building’s exterior—a gleaming six-story grid of undulating glass. The facade is an innovation in itself, a multidisciplinary effort helmed by Nike’s Beaverton, Oregon–based design team with input from Rockwell Group, Mode Lab, CallisonRTKL, and Heintges Consulting Architects & Engineers.
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Nike Is Putting Consumers First — Here’s What That Means When You Shop Its Stores
We use vendors that may also process your information to help provide our services. This site is protected by reCAPTCHA Enterprise and the Google Privacy Policy and Terms of Service apply. Amid a challenged global macroeconomic backdrop that has forced many traditional retailers to close up shop, Nike Inc. is forging ahead with several brick-and-mortar concepts.
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Aside from serving as an entryway, the bottom floor is also a hint that what's to come is not just a collection of the latest merchandise on hangers — it's an experience that is meant to be personalized, customized, walked through, examined and even played with, in some ways. Meanwhile, Nike’s House of Innovation outposts are intended for hot-spot tourist cities — a move that may become increasingly risky with tourist traffic waning in key cities as governments try to stem the spread of the coronavirus. But Sparks said the brand is optimistic that tourist traffic will reaccelerate in the not-too-distant future. The series debuts with a tour of a tranquil upstate New York retreat designed with Passive House principles.
That particular convenience play, also available at Nike by Melrose, the retailer's first Nike Live store, is aimed at New York's busiest shoppers, who have a floor called the "Speedshop" dedicated just to them and their local tastes. While Nike by Melrose opened before the brand's latest flagship, Sparks noted that it was actually the idea behind the Speedshop in New York that led Nike to create the smaller, more localized and intimate store in Los Angeles. One truly unique element of this store is the Nike by You maker space that sits within the Nike Arena on L01. It is absolutely brilliant that people can, essentially, design their own shoes. It is a 2-day commitment (not obvious at first glance), but we liked the idea of having to return to the store and invest more time, something more likely to appeal to locals.
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That futuristic vision is fully articulated inside the store where on the ground floor, a full-scale digital billboard, which can both be programmed to fit the message at hand, and animated digital graphics pack a punch. ‘The space is essentially a black box that enables stories to come to life in a variety of different manners. The ceiling infrastructure is rigged for theatrical lighting, so the idea around the architecture is that it’s not going to fight with storytelling but enable it.’Each floor of the flagship consistently reinforces this holistic integration of design.
We didn’t get a chance to join a session, but this would be a great opportunity to educate participants on what really goes into making those great-looking kicks. That said, we felt the focus was still too heavily on the act of purchasing, and not enough on the innovation. Nike can sell shoes and hoodies in any of its stores, but what elevates the HOI are the floors with minimal product sales and maximum atmosphere, and we feel there are opportunities to give visitors more here. Nike has innumerable other stores that do a great job of selling, but the HOI was meant to peel back hidden layers, prioritise purpose, and build community linked to its immediate locality. To take the ambitious HOI concept to the next level, we feel Nike could be even braver and show less product, in order to focus on the immersive, creative elements that make this store truly special. Moving the focus away from ‘direct’ in-store buying and shifting the balance more towards openly content-rich experiential would be a risk, but one that would certainly smash the bar for the road ahead.
For the Nike familiarist, a speed shop filled with the brand’s top ten bestselling essentials, located on the basement floor, makes it easy to grab what you’re missing and go. Nike has unveiled its new flagship store on Manhattan’s illustrious Fifth Avenue and it’s a six-floor immersive brand temple that seeks to redefine the retail experience.Real life shopping has been given a run for its money by its digital counterpart. Spanning six floors and measuring 68,000 sq ft, the Nike House of Innovation 000 is a carefully orchestrated retail experience that will hypnotise both fans and passers-by, alike.
One morning in 1970, track coach Bill Bowerman took the family waffle iron into the garage and poured urethane into it in lieu of batter. Something in that gridded pattern told him that, if affixed to the sole of a running shoe, it could provide the knife’s edge separating winners from losers. The molten material welded the appliance shut, but the experiment helped a fledgling company called Blue Ribbon Sports metamorphose into the multibillion-dollar empire we know as Nike.
Perhaps one thing for the future would be to further consider the layers of content that can be woven into a space — informing visitors to whichever level they feel appropriate and manageable on that day. This could also trigger more repeat visits as, more like a museum, you might learn a bit more each time. While it sounds grandiose, Sparks' words might be an understatement, if anything. Nike's flagship lets shoppers do just about anything that comes to mind (especially with the app). Quick customizations on a pair of sneakers usually take 5-10 minutes, while larger projects — including a one-on-one meeting with a Nike employee to discuss the changes — generally take just 30 minutes to an hour, according to Madden. Those few hanging around inside the House of Innovation — Nike's most recent flagship — were store employees, Nike corporate employees and various members of the media.
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