Nike’s First ‘House Of Innovation’ Offers Shoppers State-Of-The-Art Experience

Nike’s First ‘House Of Innovation’ Offers Shoppers State-Of-The-Art Experience
Brand Activation & Immersion

Inspired by the fluidity of sport, Nike's Shanghai location is part of its plan for the future of retail, using transformative displays and interactive journeys to make art installations, personalization touchpoints and more part of the in-store experience

Plus Aziz
  • 11 october 2018

Located in Shanghai’s Nanjing East Road shopping district, athletic brand Nike set up a 41,000 square foot ‘House of Innovation’ shop across 4 floors. The retail space is the first of its kind in China and will provide access to Nike Expert Studio, an area that is restricted to NikePlus members.

Members will gain access to exciting experiences including meet-and-greets with athletes, exclusive items and Nike by You, where NikePlus users can customize their own shoes by engaging directly with a footwear consultant. Elaborating on the elaborate layout and facade of the store, Nike explains:

“The interior of the Nike Shanghai House of Innovation was inspired by the fluidity of sport, created to ignite the next evolution of Nike retail through transformative displays and interactive journeys. The store’s exterior also reflects innovative design: the Nike-exclusive glass creates motion to mirror the movement of athletes, reinforce the angle and power of the Swoosh and represent the iconic aesthetic of Nike Air.”

Visiting customers will have the opportunity to enjoy rotating art installations, workshops, talks and other experiences focusing on encouraging trial of innovative products, including LeBron 16, Air Jordan 33 and Pegasus Turbo styles. This multi-layered, hyper-local retail experience offers something for everyone. Nike will be rolling out several Houses of Innovation around the world, but the retailer has not provided details on where future shops will be located.

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Nike


Photo Credit: Nike

Located in Shanghai’s Nanjing East Road shopping district, athletic brand Nike set up a 41,000 square foot ‘House of Innovation’ shop across 4 floors. The retail space is the first of its kind in China and will provide access to Nike Expert Studio, an area that is restricted to NikePlus members.

+brand activation & immersion
+china
+fashion & apparel
+fitness & sport
+House of Innovation
+loyalty & membership
+nike
+retail
+store experience & design

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