NIKE opens immersive flagship store in NYC with wavy glass façade

NIKE has opened a new flagship store in new york city conceived by its design team. dubbed ‘NIKE house of innovation 000’, the 68,000 square foot, six-floor (including a below-street-level-floor) retail space has been explained by the brand as ‘the most personal and responsive sport experience out there.’ with a prized location on the corner of fifth avenue and 52nd street, customers can enjoy services that are deeply customizable and effortlessly smart and seamless.

all images courtesy of NIKE

the flagship ‘NIKE house of innovation 000′ offers spaces and experiences that are both personal and responsive. starting with the speed shop, which possesses access to products people in NYC love, and finishing with the expert studio for NIKEplus members, visitors can have a quick visit or a premium service with one-to-one sessions. the other levels include the different areas where products are presented; the women’s and young athlete’s product zone; the men’s product zone; and the NIKE sneaker lab.

‘brand defining, seasonal storytelling’ will be based in the first floor NIKE arena

the flagship store also proposes a practical blend of digital and retail, allowing customers to explore different style tips through the NIKE+ app. using ‘shop the look’, visitors can find on every mannequin a QR code that they can scan and the item will be instantly delivered, so they can try it on. the app also lets you know what each mannequin is wearing and what sizes are available in-store.

the ‘sport beacon’ is a custom-designed installation at the heart of the store

overall, the aesthetics of the store were inspired by the fluidity of sport and have been created to ignite the next evolution of NIKE retail. as an exclusive, the new york store will offer the ‘noise cancelling collection’ referencing NIKE’s desire to obstruct the noise of NYC and inspire athletes to ‘dream loud enough that they can silence the city’.

the NIKE speed shop offers easy to navigate shopping

the speed shop curates a selection of seasonal product picks

the NIKE sneaker bar lets NIKEplus members reserve items while shopping out of store

a wide selection of men’s clothing is found on level 3

items can be found using ‘shop the look’ via the NIKE app

the NIKE sneaker lab is housed on level 4

the space is the world’s biggest NIKE footwear floor

franchise sneakers like the newest lebrons or air force 1s are on view

the NIKE expert studio is found on the fifth floor

the studio offers one-to-one appointments with experts

fitting rooms within the NIKE expert studio

the flagship is prominently located on new york’s fifth avenue