Nike, the giant sportswear and lifestyle brand, has just opened its new retail concept, Nike Style.
The new shopping spot has opened in Seoul in mid-July, a second similar store will be inaugurated in Shanghai in November 2022 and soon after in pother countries, too.
The new concept wants to offer a new kind of retail experience, and redefine and expand the idea of sport, as it aims to offer an environment where the border between physical and digital is blurred.
The new store concept aims to serve a distinct sport lifestyle audience through the lens of style, featuring gender-free zones for fleece, tops, footwear, accessories, and other style-led collections.
Consumers are able to shop floors of seasonal product in addition to locally curated collections that are resonant to the area. This first door is located in the Hongdae neighborhood, an area known for its art, music, dance, and fashion culture, also surrounded by local shops, clubs and entertainment.
Nike has launched many of its most innovative retail concepts and experiences in Seoul, including Nike Rise, which bridges digital and physical to create immersive store experiences, and now Nike Style. The Hongdae neighborhood holds a strong relationship with the sneaker and neighborhood-retail community. With the Style retail concept, Nike helps broaden the aperture of sport retail culture by continuing to blend physical and digital experiences.
A key focus of the door is how it offers unique digital-physical spaces for consumers to express their personal style together. A content studio for local creatives, product experts, and shoppers opens up space for the community to create content on their own social media channels with customizable backdrops.
Throughout the store, QR codes offer augmented reality experiences related to product innovation and even the surrounding art installations.
The Style door delivers other unique community experiences like Nike By You workshops and SNKRS Lounge events for Nike Members celebrating local sneaker culture.