How Nike's New York Flagship Sets A New Standard For Tech-Enabled Store Experiences
PSFK breaks down the tech integration and member services that make the Nike House of Innovation a best-in-class example of next-generation brick and mortar
Nike’s 68,000-square-foot flagship store in New York City, dubbed the Nike House of Innovation 000, aims to engage brand fans via in-store activations and simultaneously deliver an exclusive membership experiences for core customers. Designed to be a tech-enabled retail experience fueled by its mobile app, Nike+, the five-story in-store experience offers shoppers immersive experiences designed to assist them throughout the entire shopping journey—from lifestyle inspiration and expert assistance to exclusive access to products and community events.
In this excerpt from PSFK's Store Experience Design Debrief, explore Nike's key store experience innovations as well as the valuable members services offered throughout.
Upon entering the store, NikePlus Members gain access to an array of new features and content via their Nike+ app homepage. Customers can use the Nike+ app to scan any product barcode to pull up online and store inventory and to learn more about the product, or tap “request to try-on” at designated pickup areas.
On the basement level is the Nike Speed Shop, where shoppers can quickly access and purchase popular products, which are informed by purchase data from local shoppers. NikePlus Members can reserve items while shopping out of store and pick up their items at an in-store digital locker, giving local shoppers convenient access to their purchases.
On the first floor, the Nike Arena serves as a brand-defining, storytelling space where consumers can access core pieces from Nike’s seasonal collections. The Nike Arena also features the store’s Service Desk, where NikePlus Members can learn about in-store offerings, check in or book Nike Expert appointments, as well as make returns, check out, schedule same-day delivery and learn more about Nike NYC.
Upstairs is the Nike Sneaker Lab, home to the world’s biggest collection of Nike sneakers, featuring cross-category footwear and the latest performance items. NikePlus Members can skip the line and check out from within their Nike+ app using stored or new payment methods. Nike Instant Checkout stations are positioned throughout the store so shoppers can fold and bag products if they choose before leaving the store.
The Nike by You station allows visitors to make appointments with style experts to design their own pair of custom Nike ID sneakers with the help of a member of staff to walk them through the process. Customers start with a white shoe as their canvas, place it under a special light rig, and then customize the look on a digital display that projects a design onto the shoe, giving it a custom look.
The top floor houses the Nike Expert Studio, where NikePlus Members can book one-to-one appointments with in-store experts for product recommendations or personalized styling sessions. Serving as a product concierge, additional services include bra fitting, alterations and pant hemming. NikePlus Members gain access to premium Nike By You customization services, from post-embellishment to cut-and-sew customization of Nike’s latest apparel launches.
This is just one example of brands leading the new wave of brick-and-mortar retail. For the full list, download PSFK's Store Experience Design Debrief here.