Midtown's Fifth Avenue is synonymous for shopping, and as the world's finest retail experience, Nike was sure to bring their 'A' game when they announced they'd be opening a new flagship store in the Big Apple. Dubbed the Nike House of Innovation 000, the six-floor, 68,000-square-foot experience shop opened last week at 648 Fifth Avenue at the corner of 52nd Street, just in time for the holiday season. A press release from Nike promises the store will be the most personal and responsive sport-retail experience ever undertaken.
As we previously reported, the exterior features a chiseled glass facade of slumped and carved glass inspired by the movement of athletes and the iconic aesthetic of Nike Air. Building permits show CallisonRTKL is the architect of record.
All images credit of Nike via Business Wire
Inside, an immersive shopping experience combines traditional shopping with the company's digital app. There are no cash registers and through the Nike app, shoppers will be able to instantly checkout by scanning QR codes on an in-store mannequin. Through their mobile devices, shoppers are also able to check to see what sizes and colors are available in-store or online and can also request select products to be sent to a fitting room or to a designated pick-up spot.
“Nike NYC is designed to be a dynamic store environment, that is just as personal and responsive as digital,” said Heidi O’Neill, Nike Direct President, “This premium destination gives consumers an authentic, immersive and human connection to the Nike Brand.”
The Nike Sneaker Lab on the fourth floor is the largest concentration of seasonally current Nike footwear anywhere on the planet. Here, shoppers can create unique custom products in the "Nike Sneaker Bar." that provides Nike's dip-dyeing, footwear printing, embroidery, footwear patches, and lasering customization. Additionally, there is a footwear accessory bar of laces, zippers and tongue tags.
On the top level is the Nike Expert Studio, a floor dedicated to personal services for NikePlus members. There is a high-end dressing room with concierge services that offers tailoring, bra-fitting, pant, and tight hemming services. Members will also be able to book sessions with Nike Experts, access seasonally-exclusive products, get 1-1 styling, and further create personalized products.
The Nike House of Innovation 000 is open every day from 10:00 AM – 8:00 PM and is an easy stone's throw from the Rockefeller Center Christmas Tree, Saks Fifth Avenue, and dozens of other iconic retailers.
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