If you look across the panorama of the store, it all makes sense and fits right in.’Īesthetically, the multi-use space, which took four years to reconfigure, nods to both Nike’s spirit for innovation and the city’s rich history. The aesthetics, placement and graphic nature is both beautifully done and informative. Our designs to mitigate Covid-19 are as intentional and seamless as the designs in store. We have approached this store and opening with the utmost care and concern that goes way beyond the basics,’ Hoke asserts, adding that signage reminding customer and staff about social distancing rules have been incorporated all around the space. ‘We have an unwavering commitment to the health and well-being of our employees. Further enhanced by Nike Fit technology, which allows individuals to photograph and thus scan their feet in order to determine the right shoe size, that now has been newly extended to include Bra Fit, a significant amount of guesswork (and interaction) that typically accompanies shopping has been eliminated. Scanning barcodes also enables customers to select which items, be it a single product or an entire look that’s displayed on a mannequin, they would like to have brought to a fitting room for trying on – all possible without having to come into contact with shop staff, should that be a priority. That engagement is elongated beyond the time you are in the space and what that does for us is it creates that broader and richer dialogue back and forth.’ ‘We could extend that experience before you get to the store, while you’re in the store and then after. ‘Finding that perfect blend of the physical and digital and bringing in more of the personal applications was something we learnt ,’ explains Hoke. As they work their way through the boutique, they are able to scan the barcodes of products via the app, in order to learn more about sizes and colours that are currently available in real time. In a seamless integration of the online and offline shopping experience, Nike app members will be first alerted when entering or in the vicinity of the store with news and product features. Our Houses of Innovation try to delve into that commitment that we have.’ĭesigned with screens seamlessly embedded throughout the space, which broadcast data from its activity training apps, the Nike Sports Research lab, global and local weather reports as well as sporting events, the store’s futuristic shopping experience in fact begins even before you step into the physical space. Being an innovator means that you try things and fail, but you learn and adjust. We also wanted to peel back the curtain on what it’s like to be innovative as a company. the hardscape, with the mediascape and the social mediascape all together to keep people engaged. ‘That’s been the drive and desire to create a space and a portal, which blends these architectonic elements of physical buildings, ie. ‘We began the process of designing these houses of innovation to build on a lineage of Nike being an innovator in product and athletics, but also in the field of retail,’ recounts Nike’s chief design officer, John Hoke. Located on the Champs-Elyseés in a historic building dating from 1928, the four-floor, 26,000 sq ft Nike hub brings together its men’s, women’s and kids collections under one dynamic roof. Nike’s opening of its new flagship store in Paris this week, known as House of Innovation 002, blazes a trail to show what the new face of retail, in both the physical and digital sense, could look like.
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