Nike's House of Innovation 000 flagship in New York City takes its digitally-connected Melrose, CA location to the next level, offering visitors a Sneaker Bar, a Speed Shop stocked according to local likes, scannable mannequins, Nike App integration and more

Nike is looking to provide its customers with its most technologically innovative retail experience yet in its soon-to-open flagship experimental store in Times Square. The athletic brand's new 68,000 square-foot, six-floor store in New York City not only boosts a sleek design but also a number of immersive features, seamlessly integrating digital and physical retail to provide the ultimate in customizable and on-demand service.

Entitled Nike House of Innovation 000, the store integrates with the Nike smartphone app and the Nike Plus program, offering features like ‘member-only' hours, instant checkout and waiving delivery fees from the store. The app also lets customers take mobile photos of QR codes on mannequins to have employees bring the related items to them on the floor or at one of the changing rooms.

The location also features a Speed Shop for customers stopping in for a quick purchase of the brand's most popular products, the inventory for which is informed by Nike's data analytics regarding which items are most popular locally. A designated Sneaker Bar, reminiscent of the one at Nike's Melrose, CA store, also lets customers retrieve and customize their desired shoes quickly and efficiently.

The fourth floor even boasts a Sneaker Lab, where visitors can see the largest concentration of Nike footwear worldwide, while the top houses the Nike Expert Studio, where Nike Members can book one-to-one, expert-led appointments for personalized looks. “This is one of our most bold and confident moments on our journey of innovation,” Heidi O'Neill, the president of Nike's direct-to-consumer business, tells Business Insider. “We are making sure that this store has the best, the latest, and the most important innovation.”

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Lead image: stock photos from Monarexx/Shutterstock

Nike is looking to provide its customers with its most technologically innovative retail experience yet in its soon-to-open flagship experimental store in Times Square. The athletic brand's new 68,000 square-foot, six-floor store in New York City not only boosts a sleek design but also a number of immersive features, seamlessly integrating digital and physical retail to provide the ultimate in customizable and on-demand service.

Entitled Nike House of Innovation 000, the store integrates with the Nike smartphone app and the Nike Plus program, offering features like ‘member-only' hours, instant checkout and waiving delivery fees from the store. The app also lets customers take mobile photos of QR codes on mannequins to have employees bring the related items to them on the floor or at one of the changing rooms.