In pictures: Nike launches two new store concepts

Sports fashion giant Nike opened not one, but two new retail concepts this week: the world’s first “Nike Style” in Seoul and a major flagship in London’s famous Westfield mall.

Sports news live in store

In west London, Nike has opened a store spanning over 1,500m² over two floors, where the sports brand will bridge the gap between sport and digitalisation. Customers can try out the products on site, as well as all sorts of tech gadgets.

London is one of the most digitally connected markets in the world, Nike told RetailGazette. The brand is therefore testing a new digital storytelling platform called Sport Pulse: LED screens at the entrance to the store provide live reports of sporting events currently taking place in London.

A table with an interactive screen allows shop customers to access reviews and information on any pair of shoes. Those who do not want to queue to enter the store can already book their visit online. The Nike app also allows shoppers to scan in-store product labels for more information or to check if their size is in stock.

Even hipper in Seoul

While Nike says the London store is setting a new benchmark for retail, South Korea’s capital, Seoul, is already getting an even newer store concept. The sports brand presents Nike Style, a new kind of neighborhood concept that will soon be extended to several international markets. A second store will open this year in Shanghai. The new store concept aims to broaden the definition of sport, blurring the line between physical and digital, reports RetailNews Asia.

Nike calls it “a new take on a classic Nike Store”, with a greater focus on (online) creativity, social media and customer experience. For example, the store has its own video studio with customizable backgrounds, where local influencers, trainer fanatics and shoppers can create content for their social networks. Customers can also scan QR codes for augmented reality experiences. Through this added reality, they learn more about the store’s products or art installations.

It’s no coincidence that the Nike Style concept store is located in the bustling Hongdae district, known for its art and fashion culture. The shop also offers gender-neutral areas with different fleeces, tops, shoes and accessories for each gender. To make it a true place of the Nike community, the sneaker brand also organizes workshops and events for members of the Nike+ loyalty program.

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Nike opened two new retail concepts this week: the world’s first “Nike Style” in Seoul and a flagship department store in London’s famous Westfield mall.

Darryl A. Chapin