The SoHo concept location creates a seamless connection between the brand's physical and digital platforms

New York's SoHo neighborhood is a quintessential example of inner-city regeneration. Its only constant is its ever-evolving nature. Similar to SoHo, Nike is always in a state of flux, continually adapting to resonate with new and changing audiences. Bearing that in mind, it's somewhat fitting that on November 11, Nike opened a 55 square-foot tech-infused store right in the heart of SoHo that could potentially be a blueprint for the future of retail and the in-store experience.

Designed to deliver personalized services through trial spaces and customization, visitors can try out new products in real sports settings with tech-enhanced features. There are fitness lounge inspired fitting rooms and instant personalization studios that set the in-store shopping experience apart from the online experience. Some could say the five-story store successfully creates a seamless link between Nike's digital and physical platforms.

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