NIKE House of Innovation07-01-2020
NIKE House of Innovation
Nike NYC is designed to be a dynamic store environment, as personal and responsive as it is digital. The premium destination offers an authentic, immersive, human connection to the Nike brand. Nike NYC engages consumers with best-in-class digital and physical services combined with premium products, experiences, and features, to create a new benchmark for Nike retail. Powered by digital commerce data and inspired by Nike’s newest retail concept, Nike Live, the ground floor features the new Nike Speed Shop, offering on-the-go access to products local members know and love. Consumers can shop these uniquely curated NYC favorites alongside seasonal picks, visit the Nike Sneaker Bar for easy access to Nike’s biggest power franchise footwear, or reserve items via the Nike app and pick them up in the Speed Shop digital lockers.
WHY IS IT INNOVATIVE?
- Fitting into the future. Creating a great in-store experience for customers has been a recurring trend, however, ways of creating this experience change over time. Nike NYC does a great job of fitting into the newest elements of this trend.
- Reimagined experience. The store’s large size, unique features, and elaborate displays feed into the creation of this engaging in-store experience for consumers and help build ties to the brand.
- The sum of its parts. The store’s integration of digital and physical experiences through its use of data and integration of Nike’s app into the store experience is a great example of omni integration.
Ebeltoft Group Expert. Nike’s new flagship store, Nike NYC, is uniquely digital, personal, and responsive. The store creates an engaging destination that helps consumers build a unique connection to the Nike brand. Nike NYC offers a variety of unique features. The store uses digital commerce data and offers on-the-go access to products curated for NYC locals. Customers also can reserve items with the Nike app and pick them up in Speed Shop digital lockers. This makes great use of connecting the digital and physical experiences.