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In both concepts, convenience and customization seem to be top priorities for the iconic sports brand, but collecting customer data is high on the list. And the members-based mobile app, which features so heavily throughout the store, is the retailer's best way of doing that. All-in-all, the mobile features are focused on easing the customer's path to purchase.
Nike House of Innovation 000 in New York City Reflects a New Generation in Sports Performance
A service desk will allow Nike Plus members to book appointments with store employees, known as "athletes". Inside, a staircase is positioned behind the glass facade, offering customers expansive views of the surroundings. Move up the six-level store, contrasting finishes are found on each level. The American brand closed its main NikeTown outpost in Midtown to focus on the new store, for which it seized the chance to experiment with its architectural style, according to Andy Thaemert – senior creative director of global store design at Nike. The design team at Nike transformed a 68,000-square-foot (6317-square-mere) building at 650 5th Avenue, on the corner of 52nd Street, into the store called Nike House of Innovation 000. Nike were also looking to innovate through the use of technology via the Nike app.
Nike’s Purpose
"We had the opportunity to do that at a scale that's rarely seen," Thaemert told Dezeen during a private tour of the flagship on 31 October 2018. Home to baseball's 27-time champs, the new Yankee Stadium was built in 2009 across the street from its former location. The store, located at 650 Fifth Avenue, will be open seven days a week from 10 a.m.
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Using the product (in this case shoes) as a symbol, rather than purely as a commodity to be purchased, would elevate a simple display to another level. 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. If that sounds familiar to the Nike Live concept, that's because it is.
Huge screens cover the walls, there are brand products in glass boxes. The Nike flagship forms part of the brand's new set of tailored physical retail experiences, which it plans to roll out internationally. These tech-driven shopping features form part of the brand's wider ambition to disrupt the retail industry, also demonstrated at a temporary concept store that opened in Los Angeles earlier this year. This includes white walls and furnishings, and a pale terrazzo flooring called Nike Grind, which features colourful remnants of the brand's footwear.
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. The final fourth level is modelled on a Nike design studio, and used for one-to-one sessions with Nike athletes to help customers to find suitable products. Fitting rooms on the women's floor have also been re-addressed as part of the project, including three custom light levels and a button to call an athlete. Colourful rugs are based on Nike's heat-matting process used to develop apparel. Overall, the aesthetics of the store were inspired by the fluidity of sport and have been created to ignite the next evolution of NIKE retail. As an exclusive, the new york store will offer the ‘noise cancelling collection’ referencing NIKE’s desire to obstruct the noise of NYC and inspire athletes to ‘dream loud enough that they can silence the city’.
It's also a lesson in mobile technology that actually adds utility (and convenience) for the shopper. "Nike Arena," the floor most customers enter on, doesn't actually have any product on it. Heintges provided building envelope and curtain wall consulting services during all phases of design and construction, including NYC Special Inspections. Once in the store, you directly go to the lockers located in the back of the Speed Shop. The application indicates where is your parcel locker (with your name on it), the code to open it, and “voilà”. If you need help, my new friend Christopher (or Smiley) can assist you.
LIFTING THE VEIL ON A NEW RETAIL CONCEPT
In a separate, glowing cube next to this counter, store employees in white lab coats (internally referred to as “Athletes”) dip-dye, stencil, and embroider the shoes. The Manhattan flagship, the first of its kind in the United States, is not only a shrine to sportswear but an homage to Nike’s unique design process—past and future. There are no rules, but if you want to see how the store is organized, you may want to take the elevator to the 5th floor.You will arrive at the Nike Expert Studio which also seems to be a laboratory. A stylist helps you create the piece of clothing that better suits you. This floor is reserved for NikePlus members, so you have to make an appointment for a completely personalized service. Nike House of Innovation NYC 000 is the new space dedicated to the famous Swoosh apparel.
Here and throughout the rest of the building, shoppers check out with their phones without once, in theory, having to interact with an employee. Nike House of Innovation 000, Nike’s new flagship store in New York City, covers 68,000 square feet over 6 levels in the podium of an existing tower on 5th Avenue. The in-store experience was designed to highlight innovation, environment, and service. A 5-story atrium and staircase anchor the corner of the store and imbue the space with a sense of activity and energy.
A diverse digital database that acts as a valuable guide in gaining insight and information about a product directly from the manufacturer, and serves as a rich reference point in developing a project or scheme. For a look at NYC's incredible new Nike flagship, open as of today, November 15, see the on-hand imagery. Personalize your stream and start following your favorite authors, offices and users.
Although for right now the House of Innovation flagships are limited to just New York and Shanghai, Sparks said they plan to open one in Paris in December of 2019, and a new Nike Live store is in the works for Tokyo, though it hasn't been completed yet. The series debuts with a tour of a tranquil upstate New York retreat designed with Passive House principles.
There wasn’t enough in-depth storytelling to walk away having learnt something around what Innovation means for Nike. This was a shame as we’d all love to see some super nerdy content about what actually makes Nike shoes what they are, in easily-digestible bits. The mass appeal of the Sneaker Lab did however make us reflect on how much, beyond the enticing world of experiential and lifestyle type offerings, connecting to a brand is still inextricably linked to the love we have for the products they create.
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. 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. It’s kinetic, exploratory, and engaging, and prioritises individuality and personalization above all else.
Sent every Tuesday and containing a selection of the most important news highlights. An elevator leads from here down to the basement, where the brand has created the Nike Speed shop, with many similarities to the Nike Live Melrose pop-up. The interiors transition to darker tones for the menswear floor and then back to bright on the third level, which hosts the Nike Sneaker Lab – billed as "world's best (and biggest) Nike footwear floor". Another updated digital aspects that Nike has included is the Nike Scan Pay, which allows app members to buy products on their phone and avoid long queues. Products are displayed and styled across sports disciplines in order to suit Nike's contemporary female shopper, which it has nicknamed "fenom". The individual bubbles that appear across the facade are a "loose abstraction" of Nike's airbag cushions, used in the soles of sports shoes, according to Hoke.
By providing your information, you agree to our Terms of Use and our Privacy Policy. 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. The unique elements of the store were mostly on the top and bottom floors, but with mixed success. This new mark in the retail landscape is undoubtedly the ultimate opportunity for Nike to get ahead by being heavily purpose-led, rather than being just another shop stacked with stuff. Weekly updates on the latest design and architecture vacancies advertised on Dezeen Jobs.
"It's really a concrete canyon, it's really dense and heavy," said Thaemert. "The mission to disrupt, to distort, in a playful appropriate manner set the foundation of how we started to do the design." Nike's new Expert Studio is located on the top level, as NikePlus Members can pair up with a Nike Expert to find the right item for any given use and then customize the product. The fourth floor's Sneaker Lab alone houses the largest concentration of Nike footwear anywhere in the world, allowing you to browse through cutting-edge performance silhouettes as well as a bevy of classics.
