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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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"We actually talk about the House of Innovation as, really, Nike experiences for the world," Sparks said of the difference between the retailer's new flagship and its popular store in SoHo. "It's where we're going to give the deepest dive into our product innovation and the stories behind the designs and we'll be focused on large, global sports moments and how they come to life in New York City." 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. On a particularly miserable, damp day in Manhattan, people milled throughout the store—trying on shoes amid heaps of shopping bags, or pausing to watch Athletes customize apparel within their glowing workshops. “It’s like Project Runway,” one woman remarked, peering into the Expert Studio.
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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. While it sounds grandiose, Sparks' words might be an understatement, if anything. Nike's flagship lets shoppers do just about anything that comes to mind (especially with the app).
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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.
Nike Brings Virtual Nikeland/Roblox Experience to NYC Store - Yahoo Finance
Nike Brings Virtual Nikeland/Roblox Experience to NYC Store.
Posted: Fri, 21 Jan 2022 08:00:00 GMT [source]
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.
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.
Perhaps one thing for the future would be to further consider the layers of content that can be woven into a space — informing visitors to whichever level they feel appropriate and manageable on that day. This could also trigger more repeat visits as, more like a museum, you might learn a bit more each time. 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.
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The House of Innovation 000 also works with the Nike App to bring you a more convenient retail experience. With NikePlus Member Unlocks, customers can request an item be brought to them for fitting. The app also features Shop The Look, which lets you scan in-store mannequins to learn more about what they're wearing, and even browse sizing. Quite possibly the best aspect of the House of Innovation and Nike App working together is Instant Checkout. Instant Checkout allows you to skip lines and simply scan and pay.
It’s an unequivocally cool space, with lots of Nike products, which of course draws a crowd. And the buying process uses technology to create pretty seamless, high-speed, hassle-free ways to purchase through an app. From customizable sneakers and apparel to a localized Speedshop for New York customers, the flagship does just about everything — including mobile. The fourth floor marks a dramatic shift in the store’s design language and hosts what to many will be the main attraction—the Nike Sneaker Lab, home to the largest collection of the brand’s footwear in the world. 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.
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.
As previously mentioned, the House of Innovation 000 provides visitors with various customization experiences. The store is equipped with two maker's studios, including a full customization wing on The Arena. Here, customers can take advantage of laces, fabrics, decals, and more to truly personalize purchases. Despite being sprawled over 6 floors, and designed to offer varied services within compartmentalised environments, HOI impressively does feel like one cohesive and connected place. They have succeeded in achieving one of the most challenging tasks in design terms — bringing holistic cohesion to an environment hosting many different visual styles, and functionalities.
An attempt at enhancing the actual buying experience was the ‘scan an outfit’ option in the app. In theory, a great idea, but the mannequins were either dressed in outfits only a Nike mannequin could wear, or in looks so high fashion it was really difficult to decipher what the individual elements were and how you could put them into a look for yourself. In this case, Nike would have done better to be a bit more practical in order to help people shop easily (for ‘Nike Women Yoga Favorites’ for example) and leave the high fashion to the L05 Expert Studio. 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.
NEW YORK — New Yorkers are many things, but patient is not usually one of them. Custom carved and slumped insulating glass units create a dynamic facade evoking the motion of a runner in stride. Reflection, distortion, and transparency are combined to provide striking effects on and through the facade. During a research and development phase for the innovative glass product, Heintges provided preliminary engineering and developed testing procedures. The glass units are supported by a grid of exposed steel framing hung from the roof. Like a runner’s foot in the starting block, the slumped facade lifts up from the ground at the corner creating the clear glazed entrance vestibule.
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.
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.
