Nike opened its newest Nike House of Innovation overnight, a 68,000sqft, six-storey store on Fifth Avenue.

Nike NYC is described by the sportswear brand as a cross-category premium store, “the pinnacle expression of modern retail, representing the best of Nike global product, experiences and sport innovation”.

“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 store is packed with technology, interactive experiential features and zones for both professional athletes and amateurs.  

Nike NYC uses the Nike App to create digitally connected journeys for consumers to discover, learn about and find the products they want quickly and easily. New and expanded Nike App in-store features include Shop the Look, Instant Checkout and updated functionalities with Scan to Try which the company says will give consumers greater opportunity to shop in-store displays, checkout in-store or request to try-on items throughout the store.

The store is planned as something of a testbed for Nike’s digital service offerings which will “continue to evolve … giving NikePlus members even more choice in their shopping journey”.

“Powered by digital commerce data and inspired by Nike’s newest retail concept, Nike Live, the ground floor of Nike NYC features the new Speed Shop – offering on-the-go access to the products local members know and love most,” the company said.

Consumers can shop these curated New York City favourites alongside seasonal picks, visit the Nike Sneaker Bar or reserve items in the Nike App and pick them up in the Speed Shop digital lockers.

On the fifth-floor is the Nike Expert Studio – the company’s first dedicated floor to provide even more personal service to NikePlus members, including bookable sessions with Nike Experts and the Nike by You Studio, offering members-only exclusive seasonal products, one-on-one styling sessions and even create personalised products.

Nike NYC features separate product floors for men, women and kids. On the fourth floor is the Nike Sneaker Lab, billed as home to the largest concentration of seasonally current Nike footwear anywhere in the world.

The entrance to the store – dubbed the Nike Arena – showcases the most immersive seasonal and sport-inspired storytelling moments from the brand.

The store’s exterior features slumped and carved glass designed to “reflect and create motion that mirrors the movement of athletes”, elevates the Nike Swoosh logo and reflects “the iconic aesthetic of Nike Air”.

Technology at Nike NYC

Here’s a quick rundown of the new and existing technology featuring in the new flagship:

Shop the Look: By scanning a QR code on an in-store mannequin, consumers can browse every single item on the mannequin, check to see if their size is available in-store or online and see available colours. Then with just a tap, they can request for select products to be sent to a fitting room of their choice or receive the items from a store athlete at a designated pick-up spot.

Nike Instant Checkout: Using Nike Scan, NikePlus members can skip the line and easily checkout from within their Nike App using stored or new payment methods. Members can scan the product(s) of their choice, check out like a traditional Nike App purchase and receive their payment receipt within the app. Nike Instant Checkout stations are positioned throughout Nike NYC so that shoppers can fold and bag products if they choose before leaving the store.

Nike Scan to Try: While this technology was released earlier this year it has now been refined and expanded. After discovering any product in the store and scanning the item to learn more, shoppers can now simply tap “request to try-on” for various items. Requested products can then be collected at designated pick-up areas in Nike NYC, or they can be reserved to a fitting room location of the consumer’s choice.

Nike Reserve: Using the Nike App, NikePlus members can reserve product at home to pick up in store. They can shop the product they want in the Nike App and then complete their purchase with an in-store athlete or with Nike Instant Checkout.

Retail Home: When entering Nike NYC, members will gain access to an array of new features and content via their Nike App homepage.

NikePlus Unlocks: NikePlus Member Unlocks are delivered through the Nike App to reward the best of Nike product, to deliver immersive brand experiences, to award activity achievements and to share partner rewards with members. Member Unlocks can be given directly from a Nike Expert in-store or targeted to consumers based on their sport and style interests. Select Member Unlocks may also be delivered to consumers outside of Nike NYC, which they can redeem in-store with an athlete.

Product Concierge: If a product is unavailable in Nike NYC, an in-store staff member can search inventory across the entire marketplace – online or offline in Nike-owned stores, as well as its reseller network. If found, and available to ship or reserve, customers can have the item held at a local store or have it delivered. This service will be exclusively available on the fifth floor Nike Expert Studio Service Desk.