Inside Nike's new House of Innovation flagship

Table Of Content

• LIFTING THE VEIL ON A NEW RETAIL CONCEPT
• Nike’s House of Innovation Flagship Is a Temple to Shopping in the Digital Age
• Inside Nike's new House of Innovation flagship
• Don't miss tomorrow's retail industry news
• Nike’s New Flagship Promises a Retail Experience Unlike Anything You’ve Ever Seen
• Where is the House of Innovation store?

Although for right now the House of Innovation flagships are limited to just New York and Shanghai, Sparks said they plan to open one in Paris in December of 2019, and a new Nike Live store is in the works for Tokyo, though it hasn't been completed yet. The series debuts with a tour of a tranquil upstate New York retreat designed with Passive House principles.

LIFTING THE VEIL ON A NEW RETAIL CONCEPT

Nike recognizes that customers are used to shopping on the internet, and it is banking on a set of in-house app capabilities to make in-person shopping a seamless, almost digital experience, rather than a hassle. Visitors add garments via QR codes to a virtual dressing room list; when they’re finished with browsing, they can head to a fitting room where their items will be waiting. Grab-and-go shoppers head to the store’s basement Speed Shop for Nike mainstays (Air Force 1s, running tights) and storage lockers for fast pickup service.

Nike’s House of Innovation Flagship Is a Temple to Shopping in the Digital Age

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. 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. It’s kinetic, exploratory, and engaging, and prioritises individuality and personalization above all else.

Inside Nike's new House of Innovation flagship

A diverse digital database that acts as a valuable guide in gaining insight and information about a product directly from the manufacturer, and serves as a rich reference point in developing a project or scheme. For a look at NYC's incredible new Nike flagship, open as of today, November 15, see the on-hand imagery. Personalize your stream and start following your favorite authors, offices and users.

Don't miss tomorrow's retail industry news

On L04 is the Sneaker Lab, which displays the largest collection of seasonally current Nike footwear anywhere. The white space ‘felt heavenly and ethereal’ — a real homage to the shoes. Of the above cool facts only #1 was on display for curious customers — #2–4 we found out by talking to an (admittedly very knowledgeable) Nike ‘expert’.

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A service desk will allow Nike Plus members to book appointments with store employees, known as "athletes". Inside, a staircase is positioned behind the glass facade, offering customers expansive views of the surroundings. Move up the six-level store, contrasting finishes are found on each level. The American brand closed its main NikeTown outpost in Midtown to focus on the new store, for which it seized the chance to experiment with its architectural style, according to Andy Thaemert – senior creative director of global store design at Nike. The design team at Nike transformed a 68,000-square-foot (6317-square-mere) building at 650 5th Avenue, on the corner of 52nd Street, into the store called Nike House of Innovation 000. Nike were also looking to innovate through the use of technology via the Nike app.

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Huge screens cover the walls, there are brand products in glass boxes. The Nike flagship forms part of the brand's new set of tailored physical retail experiences, which it plans to roll out internationally. These tech-driven shopping features form part of the brand's wider ambition to disrupt the retail industry, also demonstrated at a temporary concept store that opened in Los Angeles earlier this year. This includes white walls and furnishings, and a pale terrazzo flooring called Nike Grind, which features colourful remnants of the brand's footwear.

Where is the House of Innovation store?

"It's really a concrete canyon, it's really dense and heavy," said Thaemert. "The mission to disrupt, to distort, in a playful appropriate manner set the foundation of how we started to do the design." 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. The fourth floor's Sneaker Lab alone houses the largest concentration of Nike footwear anywhere in the world, allowing you to browse through cutting-edge performance silhouettes as well as a bevy of classics.

Nike Opens 68,000-Square-Foot Flagship in NYC

There wasn’t enough in-depth storytelling to walk away having learnt something around what Innovation means for Nike. This was a shame as we’d all love to see some super nerdy content about what actually makes Nike shoes what they are, in easily-digestible bits. The mass appeal of the Sneaker Lab did however make us reflect on how much, beyond the enticing world of experiential and lifestyle type offerings, connecting to a brand is still inextricably linked to the love we have for the products they create.

Sent every Tuesday and containing a selection of the most important news highlights. An elevator leads from here down to the basement, where the brand has created the Nike Speed shop, with many similarities to the Nike Live Melrose pop-up. The interiors transition to darker tones for the menswear floor and then back to bright on the third level, which hosts the Nike Sneaker Lab – billed as "world's best (and biggest) Nike footwear floor". Another updated digital aspects that Nike has included is the Nike Scan Pay, which allows app members to buy products on their phone and avoid long queues. Products are displayed and styled across sports disciplines in order to suit Nike's contemporary female shopper, which it has nicknamed "fenom". The individual bubbles that appear across the facade are a "loose abstraction" of Nike's airbag cushions, used in the soles of sports shoes, according to Hoke.

It's also a lesson in mobile technology that actually adds utility (and convenience) for the shopper. "Nike Arena," the floor most customers enter on, doesn't actually have any product on it. Heintges provided building envelope and curtain wall consulting services during all phases of design and construction, including NYC Special Inspections. Once in the store, you directly go to the lockers located in the back of the Speed Shop. The application indicates where is your parcel locker (with your name on it), the code to open it, and “voilà”. If you need help, my new friend Christopher (or Smiley) can assist you.

Using the product (in this case shoes) as a symbol, rather than purely as a commodity to be purchased, would elevate a simple display to another level. 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. If that sounds familiar to the Nike Live concept, that's because it is.

By providing your information, you agree to our Terms of Use and our Privacy Policy. 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. The unique elements of the store were mostly on the top and bottom floors, but with mixed success. This new mark in the retail landscape is undoubtedly the ultimate opportunity for Nike to get ahead by being heavily purpose-led, rather than being just another shop stacked with stuff. Weekly updates on the latest design and architecture vacancies advertised on Dezeen Jobs.

Daily updates on the latest design and architecture vacancies advertised on Dezeen Jobs. The New York outpost is its second house of innovation, following the Nike House of Innovation Shanghai 001, which opened last month, while a third is slated for Paris in 2019. The Tokyo team is also planning to open another Nike Live pop-up in spring 2019. Chunky black existing beams puncture through the "dark and theatrical" Nike Arena on the ground floor, where the brand will showcase seasonal items and host temporary sculptural installations. "Having as many floors like this, we wanted to what I call 'break the run-on sentence'... so we've transitioned from mood, feel, palette and tone," said Thaemert.

“As stores moved from transaction to experience, we are also moving from transaction to relationship,” explains Madden. Nearly 50 years later, the brand’s do-or-die spirit still prevails. 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.