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You have several options thanks to the Nike application available on Android and iOS. During your visit, you can scan a garment or a mannequin to see if your size and favorite colors are available. From the application you can request to send the item you want to the fitting room, or to a meeting point with a vendor. It is enormous with 7 floors and about 6300 m2 (70.000 Sq feet) dedicated to sports.
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Thaemert, who led the Nike flagship project with the brand's chief design officer John Hoke, said that one of the main aims of the project was to distinguish it from the surrounding concrete structures in the busy shopping district. Other levels include the Arena (which features seasonal storytelling and product), the Women’s and Young Athletes Product Zone, the Men’s Product Zone and the Nike Sneaker Lab. For this piece, we’re zooming in on Nike’s new retail concept ‘House of Innovation’ to suss out if it’s delivering on its promises to customers, and achieving its goals as a pioneer in the retail scene. 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. Right next to them, behind large windows, some customers are customizing their sneakers (I’ll tell you soon about it).
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Today Nike opens the doors to its new 68,000-square-foot flagship store in New York City, referred to as the House of Innovation 000. The massive space spans six stories, including one below street level, located on the corner of Fifth Avenue and 52nd Street. 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.
Olympic Village street lamps
Nike House of Innovation 000 continues the athletic brand’s redefinition. As a company that prides itself on the innovative design of its foot and athletic wear, Nike has chosen to design its retail locations to reflect a new generation in sports performance. The House of Innovation maintains a foundation in flexible design, allowing the retailer to provide its patron with an immersive brand experience.
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Designed as a celebration of the sports brand’s trailblazing spirit, the store gives visitors a peek behind the curtain of how things are done and created at Nike. In addition to giving shoppers an avenue with which to create their own products, the flagship is also focused on showing customers where the brand has been. The retailer also plans to host footwear designers in the flagship to talk to customers about the shoes they've created, the designing process and what the features do for the shopper.
And it also comes into play for customers who saw something online but want to check it out in store before they buy. For those shoppers, the app allows them to pick up reserved items in a set of lockers by scanning their member pass. "Part of the goal of this experience is that we're bringing our stories to life on the world's biggest stage," Cathy Sparks, global vice president and general manager of Nike Direct stores, told Retail Dive in an interview in the women's section of the store. Nike House of Innovation really offers a new shopping experience. Besides the contemporary architecture, Nike designed a store offering a responsive and customizable service. Dubbed Nike House of Innovation 000, the 68,000-square-foot, six-floor retail space is scheduled to open tomorrow.
News from Dezeen Events Guide, a listings guide covering the leading design-related events taking place around the world. "It has a dynamism...it feels like an athlete," Hoke told Dezeen. He also likened a wedge sliced away from the corner of the building, creating the entrance, to the outline of an athlete's lifted heel before a sprint.
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Are such bells and whistles enough to draw an audience beyond tourist-laden Fifth Avenue? Here, in a loungelike setting, members of NikePlus (a free service available through Nike’s app and website) can schedule one-on-one apparel consultations for a big race or for a night out. Here too, as on the first floor, shoppers can work with specialists to customize and remix their clothing.
The flagship store also proposes a practical blend of digital and retail, allowing customers to explore different style tips through the NIKE+ app. Using ‘shop the look’, visitors can find on every mannequin a QR code that they can scan and the item will be instantly delivered, so they can try it on. The app also lets you know what each mannequin is wearing and what sizes are available in-store.
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. It's an impressive store in person, even when practically empty. There's a customization lab on one side just past the entrance and a massive structure (what Nike executives are calling a "beacon") stretching up through the entryway to the five floors above it.
The store is next to the most luxurious institutions in the world on 5th Avenue. Nike House of Innovation is a perfect title for this place that advocates self-improvement, “Just Do It” and yes, they did it. Sent every Thursday and featuring a selection of the best reader comments and most talked-about stories. In the store, outfits dressing mannequins can easily be purchased through a "Shop the Look" feature. Merchandise is fitted with a QR code for Nike Plus members to scan with their app, either to buy immediately in their size or have the items sent to a changing room to try on. Blocks of slumped glass covering the building's exterior are traced with diagonal markings that follow the line of the brand's swoosh symbol, creating a rippled effect that blurs views inside.
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The flagship ‘NIKE house of innovation 000′ offers spaces and experiences that are both personal and responsive. Starting with the speed shop, which possesses access to products people in NYC love, and finishing with the expert studio for NIKEplus members, visitors can have a quick visit or a premium service with one-to-one sessions. The other levels include the different areas where products are presented; the women’s and young athlete’s product zone; the men’s product zone; and the NIKE sneaker lab. NIKE has opened a new flagship store in new york city conceived by its design team. 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.
In our last piece, we outlined a range of shifts and pulls within the retail landscape. This broad-brush portrayal of insights prompted many questions, and inspired us to delve deeper, to understand how some of these bold and leading-edge retail spaces are actually being experienced ‘live’. There's also a floor dedicated to customizable apparel, which includes not just changing the color of certain garments, but also switching out materials and even combining two different pieces of clothing into something entirely new. Website created and directed by Alexandre Vendé, translated and managed by Memo. The store is on 5th Avenue, about 5 minutes away from St. Patrick’s Cathedral and the Rockefeller Center.All Nike stores are on the map below, but Nike House of Innovation is unique. Back to the first floor, there’s another staircase leading to the Speed Shop.
The brand described the store as “the most personal and responsive sport experience out there.” It’s one of two like this worldwide, the other being in Shanghai, which opened last month. From the street, visitors can witness a display of temporary graphics programmed onto the exterior, creating a full-scale digital billboard to celebrate Nike and NYC’s sport’s innovation. Unfortunately, its shopping appeal outweighed any feelings of reverence, and hence it was the busiest and noisiest floor. To conjure ‘contemplative museum’ over ‘crowded marketplace’, it might have been more daring to showcase the shoes as one views precious objects, and offer buying only online or direct through the app.
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