Open a flagship the size of a small skyscraper? "Just do it," as Nike would say. And, boy, they sure did.
As we know, Nike is a brand that isn’t afraid to push boundaries to achieve the unimaginable. Those values certainly speak volumes with the newest addition joining the 7,000 Nike branded store army. Yesterday, the swoosh sign empire debuted a six-level, 68,000-square-foot store—formally known as Nike House of Innovation 000—at 650 Fifth Avenue in Midtown.
House of Innovation 000 is one of the most futuristic and immersive shopping experiences in the country, and it’s certainly worth visiting. Well, as long as you’re not intimidated by its enormous size. Fortunately, the shop’s open and inviting floor plan paired with groundbreaking and useful store technology makes us want to leave our desk and check it out right now. That thought is particularly intriguing considering there is only one other outpost like it in the world: Nike House of Innovation Shanghai 001.
Throughout the building, visitors will find clothing products for men, women, young athletes and, of course, footwear. But each level caters to a specific shopper’s needs. On the ground floor, you’ll find the Nike Speed Shop, which uses local data to stock its shelves and restock based on what New Yorkers want to get their hands on right now. There’s also a Sneaker Bar where you can ask for assistance from a “store athlete” or get digital read-outs of locals-only information.
There are multiple customization stations that allow customers to DIY everything from laces, fabrics, decals and more embellishments. On the fourth floor, there's the Sneaker Lab which allows you to play the role of designer and create kicks to your exact specifications and desires. And on the uppermost level is the Nike Expert Studio, in which NikePlus Members can get one-on-one custom service from the experts.
Other tech-savvy features for the flagship include Scan to Try, a smart device that allows you to request an item for a quick fitting. With Shop the Look, you can scan any in-store mannequin, browse every item it’s wearing, find your size and get it delivered to your dressing room. And there’s instant checkout, so you can scan and pay without waiting on line. Essentially, you don't really have to interact with a single human being, unless you want to.
We barely scratched the surface on what is offered and possible at House of Innovation, but if you’d like a glimpse of what you will see in-person, check out the images below. This store is proof that shopping IRL is not going down without a fight.
Photographs: Courtesy Nike