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Grab-and-go shoppers head to the store’s basement Speed Shop for Nike mainstays (Air Force 1s, running tights) and storage lockers for fast pickup service. Here and throughout the rest of the building, shoppers check out with their phones without once, in theory, having to interact with an employee. Each floor of the House of Innovation 000 provides customers with a different experience, many of which offer personalized customization and convenient shopping with digital aids. This area utilizes local data in order to stock and restock its shelves based on consumer wants.
Nike NYC House of Innovation store opens in US - Retail Insight Network
Nike NYC House of Innovation store opens in US.
Posted: Thu, 22 Nov 2018 08:00:00 GMT [source]
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As previously mentioned, the House of Innovation 000 provides visitors with various customization experiences. The store is equipped with two maker's studios, including a full customization wing on The Arena. Here, customers can take advantage of laces, fabrics, decals, and more to truly personalize purchases. Today Nike opens the doors to its new 68,000-square-foot flagship store in New York City, referred to as the House of Innovation 000. The massive space spans six stories, including one below street level, located on the corner of Fifth Avenue and 52nd Street.
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Perhaps one thing for the future would be to further consider the layers of content that can be woven into a space — informing visitors to whichever level they feel appropriate and manageable on that day. This could also trigger more repeat visits as, more like a museum, you might learn a bit more each time. While it sounds grandiose, Sparks' words might be an understatement, if anything. Nike's flagship lets shoppers do just about anything that comes to mind (especially with the app). Quick customizations on a pair of sneakers usually take 5-10 minutes, while larger projects — including a one-on-one meeting with a Nike employee to discuss the changes — generally take just 30 minutes to an hour, according to Madden. Those few hanging around inside the House of Innovation — Nike's most recent flagship — were store employees, Nike corporate employees and various members of the media.
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That particular convenience play, also available at Nike by Melrose, the retailer's first Nike Live store, is aimed at New York's busiest shoppers, who have a floor called the "Speedshop" dedicated just to them and their local tastes. While Nike by Melrose opened before the brand's latest flagship, Sparks noted that it was actually the idea behind the Speedshop in New York that led Nike to create the smaller, more localized and intimate store in Los Angeles. One truly unique element of this store is the Nike by You maker space that sits within the Nike Arena on L01. It is absolutely brilliant that people can, essentially, design their own shoes. It is a 2-day commitment (not obvious at first glance), but we liked the idea of having to return to the store and invest more time, something more likely to appeal to locals.
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We use vendors that may also process your information to help provide our services. This site is protected by reCAPTCHA Enterprise and the Google Privacy Policy and Terms of Service apply. Amid a challenged global macroeconomic backdrop that has forced many traditional retailers to close up shop, Nike Inc. is forging ahead with several brick-and-mortar concepts.
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We didn’t get a chance to join a session, but this would be a great opportunity to educate participants on what really goes into making those great-looking kicks. That said, we felt the focus was still too heavily on the act of purchasing, and not enough on the innovation. Nike can sell shoes and hoodies in any of its stores, but what elevates the HOI are the floors with minimal product sales and maximum atmosphere, and we feel there are opportunities to give visitors more here. Nike has innumerable other stores that do a great job of selling, but the HOI was meant to peel back hidden layers, prioritise purpose, and build community linked to its immediate locality. To take the ambitious HOI concept to the next level, we feel Nike could be even braver and show less product, in order to focus on the immersive, creative elements that make this store truly special. Moving the focus away from ‘direct’ in-store buying and shifting the balance more towards openly content-rich experiential would be a risk, but one that would certainly smash the bar for the road ahead.
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As part of its growth strategy, Nike is also moving ahead with plans to open up to 200 new smaller-format, digitally enabled “monobrand” stores across North America and in the EMEA regions. To address safety during the ongoing global health crisis, the store is also outfitted with hand sanitizing stations and will encourage social distancing through tailored lighting that directs shoppers to remain six feet apart. “Obsession” and “iteration” accurately describe the building’s exterior—a gleaming six-story grid of undulating glass. The facade is an innovation in itself, a multidisciplinary effort helmed by Nike’s Beaverton, Oregon–based design team with input from Rockwell Group, Mode Lab, CallisonRTKL, and Heintges Consulting Architects & Engineers.
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Aside from serving as an entryway, the bottom floor is also a hint that what's to come is not just a collection of the latest merchandise on hangers — it's an experience that is meant to be personalized, customized, walked through, examined and even played with, in some ways. Meanwhile, Nike’s House of Innovation outposts are intended for hot-spot tourist cities — a move that may become increasingly risky with tourist traffic waning in key cities as governments try to stem the spread of the coronavirus. But Sparks said the brand is optimistic that tourist traffic will reaccelerate in the not-too-distant future. The series debuts with a tour of a tranquil upstate New York retreat designed with Passive House principles.
That futuristic vision is fully articulated inside the store where on the ground floor, a full-scale digital billboard, which can both be programmed to fit the message at hand, and animated digital graphics pack a punch. ‘The space is essentially a black box that enables stories to come to life in a variety of different manners. The ceiling infrastructure is rigged for theatrical lighting, so the idea around the architecture is that it’s not going to fight with storytelling but enable it.’Each floor of the flagship consistently reinforces this holistic integration of design.
One morning in 1970, track coach Bill Bowerman took the family waffle iron into the garage and poured urethane into it in lieu of batter. Something in that gridded pattern told him that, if affixed to the sole of a running shoe, it could provide the knife’s edge separating winners from losers. The molten material welded the appliance shut, but the experiment helped a fledgling company called Blue Ribbon Sports metamorphose into the multibillion-dollar empire we know as Nike.
Despite debuting a month after the China outpost, the Manhattan location was dubbed House of Innovation 000 (Shanghai was 001) — a sprawling 68,000-square-foot, six-floor space that promises visitors a peek into some of the brand’s most cutting-edge creations in an experiential retail environment. Nike were also looking to innovate through the use of technology via the Nike app. An attempt at enhancing the actual buying experience was the ‘scan an outfit’ option in the app.
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