Nike opens House of Innovation flagship in NYC

By

Gabriella Lacombe

Published
Nov 15, 2018

Nike has opened its newest House of Innovation concept store in New York City.

Located on Fifth Avenue, the store is a massive 68,000 square-foot, six-level one-stop-shop for cross-category Nike products, housing a range of men's, women's and children's apparel, footwear and more.

On the ground floor, customers will find the Nike Speed Shop, a curated collection of the brand's best-selling items in New York City; as well as seasonal products and a Nike Sneaker Bar. In addition, customers who reserve items via the Nike app can come to the ground floor to access Speed Shop digital lockers, where they can pick up their purchases and pay immediately. 

The new store's fourth floor features the Nike Sneaker Lab, the largest concentration of seasonally current Nike footwear on earth, while the fifth floor houses the Nike Expert Studio, the brand's first floor dedicated to NikePlus members. On this floor, members of the brand's premium membership club can speak with "Nike Experts," who provide styling tips; and enter the Nike by You Studio, where shoppers can browse seasonally exclusive products and access unique customization options. 

Intent on integrating the brand's digital and physical platforms, the flagship features several Nike App in-store features. In addition to its Speed Shop digital lockers, the Fifth Ave. store features Nike Shop the Look, which allows customers to shop in-store displays; Nike Instant Checkout, a feature for checking out from anywhere in the store; and updated functionalities for Nike Scan to Try, which lets shoppers request to try-on items throughout the store.

“Nike NYC is designed to be a dynamic store environment, that is just as personal and responsive as digital,” said Heidi O’Neill, president of Nike Direct. “This premium destination gives consumers an authentic, immersive and human connection to the Nike Brand.”

The store will celebrated its November 15 grand opening with a "Nike by You Makers Studio experience featuring the House of Innovation exclusive Nike Noise Canceling Collection." 

The athleticwear company said it will continue to expand digital features in the New York City store in the future.