- Robyn Turk |
Nike has taken the expansion of the consumer experience within brick and mortar retail to the next level with its new Fifth Avenue flagship. Called the “House of Innovation 000,” the 68,000 square foot store opened Thursday and is truly the innovative retail experience of the future. Along with tech-meets-physical retail features and added convenience throughout the shopping experience, the flagship incorporates museum elements to help transform a visit to a store from a retail trip to a social outing.
The flagship’s retail side combines the brand’s digital retail app with the more traditional shopping style, integrating the app features into the brick and mortar space. When shoppers see an item they like, they can scan a QR code on the item or mannequin using their own smartphone app. This will then notify shoppers which sizes and color ways are available in store, and allow shoppers to send items to wait in a fitting room.
Similarly to the setup of the Apple Store, there are no cash registers in the Nike Flagship. Instead, the House of Innovation 000 offers an instant checkout feature which is done via smartphone anywhere in the store.
The Nike Sneaker Bar is another unique offering of the flagship. It allows shoppers to customize products, providing access to options including dip-dyeing, footwear printing, embroidery and footwear patches, as well as customizations within laces, zippers and tongue tags. The store offers a concierge service to help style and find outfits, as well as fitting and alteration assistance.
The fifth floor of the flagship is a dedicated Nike museum, holding the largest concentration of Nike footwear from around the globe and allowing consumers to learn and experience the brand on a different level. This helps to transform the concept of a store into a platform on which consumers engage with a brand, rather than simply buying from a brand.