This is what the new Nike flagship looks like in New York

New House of Innovation. After the debut in Shanghai, Nike has now opened the first store of the new format in New York.

Best of 2018: Nike in New York

Six floors and over 6000m² of space – the new flagship store from Nike on the corner of 5th Avenue and 52nd Street is impressive for its sheer size alone. Above all, however, the sports brand is concerned with creating a new world of experience. It is the first store of its kind on Nike’s home market and the second after Shanghai.

Each area should have special features and interactive elements. Different services and personalization offers are intended to bring customers on all floors into interaction with the brand.

Nike clearly sees the future of stationary retail in the direct involvement of local consumers, such as personal shopping services, which should not be inferior to digital shopping in terms of speed and personal touch, according to the company. And: “The room must be able to communicate with the entire city via people and digital technology, and generate a dialogue that is controlled by the consumers.”

The so-called Speed ​​Shop is brand new in the New York branch. Here the shelves are stocked on the basis of local data. It’s the same principle as the Melrose store in Los Angeles, only on a much larger scale. Members of the Nike Plus community can also reserve products here by phone and have them stored in their own packing stations until they are picked up.

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