Take a closer look at Nike West London, Europe’s most innovative Nike store

Nike has just opened the doors to Nike West London in Westfield Mall, London – a cutting-edge hub connecting sport, city and athletes with an unparalleled bespoke shopping experience.

The 17,000 sq. ft. (1580 m2) two-story store was designed to get members moving, empowering and equipping athletes to make sports a daily habit. The store is the latest expression of the Nike Rise concept, which offers a one-of-a-kind digital and offline experience that better serves athletes and enables real-time, responsive and localized sports stories.

The store’s LED screens at the entrance offer unparalleled interconnectivity with the Nike Activity Apps Nike Training Club and Nike Running Club, with the store constantly evolving over time and reacting to real-world results from these apps to inspire athletes to move .

Nike West London also offers Europe’s first-ever Inside Track Table, an interactive shoe comparison tool. Want to know if the technology of a Mercurial or Tiempo boot suits you better while learning about the specifications of each model? Now it’s possible, with Inside Track, which allows consumers to read real-time reviews and information about Nike shoes and make informed buying decisions at the touch of a button.

To help protect the future of sport, Nike West London is also highlighting Nike’s sustainability efforts, with the retail experience also earning LEED Gold certification for its sustainable features throughout the building. An example is the 44 tonnes of embodied carbon that was saved during construction by switching to clay works for interior wall finishes.

The store’s workforce – Nike athletes – represent 15 nationalities and speak 43 different languages, with a bespoke pop-up customization desk featuring unique, West London-focused Nike graphics created especially for the shop by local artists.

Take a closer look at the store below and visit Nike West London, located in the Westfield Mall, now.

Darryl A. Chapin