On November 15,
A six-level space, the 68,000-square-foot shop was constructed to “represent the best” of what Nike has to offer. The House of Innovation 000 is billed as “living retail brought to life,” and the “most personal and responsive sport experience” currently available to consumers.
The ground floor of Nike’s new NYC flagship is dubbed the Nike Speed Shop, and gives visitors an opportunity to pick up some of the area’s favorite items. Floor 1 is the Nike Arena, which showcases key pieces from Nike’s various seasonal ranges, a “custom-designed installation” known as the Sport Beacon and the House of Innovation 000’s Team Nike Desk. Floor 2 is known as the Women’s and Young Athletes Product Zone, and boasts an “elevated fitting room experience, a lounge-like setting for styling, shareworthy selfie backdrops, and a space to hang out.” Floor 3 is the Men’s Product Zone, and is similarly structured and curated to the previous area. Floor 4 is the Nike Sneaker Lab, and reportedly holds the title for the “best (and biggest) Nike footwear floor.” Lastly, Floor 5 is the Nike Expert Studio, where NikePlus members are given “entry to elevated service offerings through one-to-one appointments with Nike Experts” and other member exclusives — such as “cut-and-sew customization” of new Nike gear.
Most notably, consumers can shop the entire House of Innovation 000 shelves using the Nike app. For those who choose to purchase products ahead of time and have access to the app, you will be able to swing by the store’s ground floor and pick up your purchase inside a locker with your name on it. Using the aforementioned app, you can also scan an item’s barcode and find out whether it’s available in other sizes and colorways — or if it’s ready for an online purchase or available for pick-up at a partner store like KITH. You can also use the Nike app to add the products of your choice to your fitting room selections, and a nearby employee will gather the gear for you and have it waiting upon arrival. For those who want a quick retail experience, you can simply do an in-store scan of the items you want, pay and then go about your door.
“As we’re thinking about digital experiences, we ask how would a consumer interact with this in real life,” Nike Direct president Heidi O’Neill tells USA Today. “And if we create a physical experience, we ask ourselves how would this happen online … Consumers don’t really shop by channel. It’s incredibly fluid.”
Nike’s new “Noise Cancelling” collection will also be available for purchase at the company’s new NYC store, and each sneaker from that lineup will be exclusive to the House of Innovation 000.
You can check out our exclusive look at Nike’s House of Innovation 000 NYC flagship above. The first Nike House of Innovation, House of Innovation 001, is currently open in China as Nike Shanghai. The next House of Innovation is scheduled to open in Paris during the holiday season of 2019.
650 Fifth Avenue
New York, NY