Russ Curry, Ministry of New Media
In Paris, in July, Nike opened its largest ‘House of Innovation’ yet following the opening of stores in Shanghai and New York. The third of Nike’s specialist flagship stores stands in a prime location on the prestigious avenue des Champs-Élysées, measuring 2,400sqm with the latest and greatest in Nike innovation spreading over four floors.
Heidi O’Neill, President of Consumer and Marketplace said “When consumers step into Nike Paris, they will experience our largest, most digitally connected and immersive retail concept in the world. The strength of our digital portfolio combined with product innovation and amazing physical spaces, will connect members to the community of sport and to one-of-a-kind experiences, serving them in an incredibly personal way. We are so excited to bring Nike Paris to the city and to the world.”
Nike describes its mission with their ‘House of Innovation’ to be simple, to bring inspiration and innovation to every athlete in the world and as usual with these flagship / concept stores they endeavour to use the power of digital technology to best serve the customer.
Nike’s newest House of Innovation aims to be a digitally powered end to end consumer experience, designed to represent as Cathy Sparks, global VP and GM of Global Nike Direct Stores and Service, said “Nike’s bold vision for the future of retail”.
Nike were looking to use a Transparent Screen in a digital way-finding solution for use throughout their store and Pro Display suggested Transparent LCD. The end result was a sleek and minimalist set of nine Transparent LCD Display Screens, custom built to suit the wayfinding application’s requirements.
Ben Hadfield, Sales Director at Pro Display said “Not only was it a huge honor for our Transparent Screens to be specified by such a prestigious brand in an application of this size, but to be a part of Nike’s Move to Zero journey, with our screens operating in a store that is 100% run on renewable energy and built with almost 85,000 kilos of sustainable material within its design.”
Nike Paris’s House of Innovation perhaps shows us a glimpse into the future of physical retail shopping outlets, blurring the lines between the physical and digital with the use of apps that operate using exclusive in store content or the option for zero contact experience.
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