London’s Interactive NikeFuel Station Breaks Digital Design Boundaries
The highly digitized retail storefront mixes digital services and physical consumer experiences that inspire and inform today's digitally-enabled athlete.
Nike has opened the world’s first NikeFuel Station at the Boxpark in Shoreditch, London. The retail space breaks new boundaries in digital displays and design, aiming to appeal to today’s digitally-enabled athlete. It features a seamless mix of innovative digital services and physical consumer experiences including motion sensing, LED walls, augmented reality tools and interactive touchscreens. From May, the NikeFuel Station will also be one of the select stockists of the Nike+ FuelBand.
The store was designed entirely in-house by the Nike Brand Design team and features a futuristic interior with many digital aspects. Floor-to-ceiling motion sensing, interactive LED walls are designed to encourage consumers to move more, while an engaging motion sensitive installation displays a life-size digitized reflection of them on an LCD wall. This reacts to their movement to create a piece of digital art, which can be shared with friends via social networks.
AR tools in the store bring product technologies to life by giving consumers access to interactive and animated product information. Motion sensitive mirrors, or “Digital mannequins,” play film footage of local runners wearing products from the store. Interactive touchscreens provide information about Nike+ products and let shoppers buy items from the entire Nike collection, while an in-store treadmill allows runners to ensure they purchase the right shoe to match their style.