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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 House of Innovation, the new flagship store in New York City
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 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.
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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’.
Commentaires et questions surNike House of Innovation, the new flagship store in New York City
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.
Inside Nike's new House of Innovation flagship
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.
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 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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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.
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.
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.
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).
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.
“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.
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.
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