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Nike has unveiled its latest retail concept, dubbed Nike Style, in Seoul, Korea, which is part store and part creative studio.
Nike Style’s personalized storefront celebrates the Nike member community by featuring a collection of hand-painted sneakers created by members in the local neighborhood. Source: Submitted
The concept is described by the athletic apparel and footwear giant as “an expression of sports retail culture that blurs the lines between the physical and the digital.”
Localized product collection
Nike Style offers a unique sports lifestyle to the audience through the lens of style.
Product zones are gender agnostic, so consumers can shop freely around their personal preferences for fit and style, regardless of gender and size. Source: Submitted
Shoppers can shop a floor of contemporary products in addition to locally sourced collections that are environmentally friendly. This original Nike style is located in the Hongdae neighborhood, known for its art, music, dance and fashion culture, surrounded by local shops, clubs and entertainment.
Nike has launched many of its new retail concepts and experiences in Seoul, including Nike Rise, which bridges digital and physical to create immersive in-store experiences, and now Nike Style. According to the sportswear brand, the Hongdae neighborhood has strong ties to the sneaker and neighborhood-retail community.
The SNKRS Lounge is an immersive and programmable space at Nike Style Hongdae that celebrates sneaker culture, the design community and Nike’s creativity. Source: Submitted
Community content, augmented reality experiences
With the retail concept in style, Nike aims to expand the culture of sports retail by blending physical and digital experiences.
Gate’s key focus is how it provides digital-physical spaces for consumers to co-express their personal style. Content Studio provides a space for local creators, brands and consumers to create content for their own social media channels with customizable backgrounds.
Content Studio is an interactive storefront that invites local creatives, professionals and consumers to create content with customizable backgrounds on their own social media channels. Source: Submitted
In the store, QR codes provide augmented reality experiences linked to product innovation and local art installations. Style Door offers other unique community experiences for Nike members that celebrate local sneaker culture, such as Nike By You workshops and SNKRS Lounge events.
The Nike Buy U Zone is based on sustainability and encourages consumers to repurpose existing items into one-of-a-kind pieces. Source: Submitted
The Nike style concept is set to expand regionally and internationally. The second Nike Style door will be opened in Shanghai this year, after which the Nike Style concept will expand globally in the future.
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