Nikes House of Innovation Flagship Is a Temple to Shopping in the Digital Age
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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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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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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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“[It’s where people] can come in, have a seat, chat with our store team, who will likely offer them a kombucha from the local coffee shop down the street that’s in a fridge right behind the bar — and provide the fastest sneaker-selling service in the country,” she said. There were installations and moments throughout the store that alluded to sneak peeks into the process of making. On L04, for example, a series of screens on tripods and tables with laptops featuring calculations and drawings hinted at some of the stories behind the creation of the LeBron shoe, but on closer inspection they were more eye candy, and less about the science behind. We can see the intention here was to share snippets of the process — but we felt more could have been revealed.
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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.
Its pristine white inner sanctum is a nod to Nike’s “canvas,” the triple white sneaker. Such design moves recall Snarkitecture’s work for Kith (the New York sneakerhead mecca) and undoubtedly intend to capture a similar hypebeast clientele. But at the House of Innovation, Nike places its status as a footwear originator and innovator front and center, from a sculptural knitting machine (similar to the tractor beam downstairs) to the guts of a Nike Zoom Vaporfly Elite splayed out on a table. In November, Nike opened a 68,000-square-foot store devoted to it on Manhattan’s Fifth Avenue, calling it Nike House of Innovation 000. The flagship, the first of its kind in the United States, is not only a shrine to sportswear but an homage to Nike’s unique design process—past and future.
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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.
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.
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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.
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.
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.
Shots of Nike athletes and new products play on a loop from screens placed at all angles around the "beacon." But there's no music, really, nor even words — just sounds. It's jarring and distracting without the usual lull of top 40s playing in the background, but that's how it's supposed to be, according to Sean Madden, senior director of product for Nike Direct, who said it was about the "energy," "clash" and "noise" of New York City. The store, the first of its kind in Europe and the latest of only three Nike flagship experiences in the world — the others are in New York and Shanghai — spans 26,000 square feet and four floors. The Manhattan flagship, the first of its kind in the United States, is not only a shrine to sportswear but an homage to Nike’s unique design process—past and future.
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