Nike opened its flagship, New York City retail experience mid-November with a promise of delivering a futuristic digital shopping experience in store that’s as seamless as making purchases online via the Nike app. So, to get a glimpse of what Nike is offering consumers, EM braved below-freezing temperatures and trekked to Fifth Avenue and 52nd street to explore the brand’s six-story, 68,000-square-foot “House of Innovation” ahead of the holiday.
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The takeaway: The store is an opportunity for consumers to engage in an entirely digital shopping experience without the help of customer service reps, if they so desire. However, plenty of consumers chose to interact with employees and get that face-to-face experience only a brick-and-mortar store can offer. We explore the touchpoints that worked, the store’s design elements, digital integrations and activations in this first-person photo tour.