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Inside Nike’s House of Innovation

The beautiful white facade of the Nike store in Paris.
Sportswear giant Nike has recently opened its third House of Innovation in Paris, boasting the brand’s most digitally-powered retail experience to date.  Video: Supplied. Standing over four floors at 79 Avenue des Champs-Élysées in Paris, the iconic location is fitting for Nike’s first flagship in Europe, which offers one of the largest assortments of footwear in the continent. Other House of Innovation stores are located in Shanghai and New York. Inside the Nike House of Innovation s
Video: Supplied.

Standing over four floors at 79 Avenue des Champs-Élysées in Paris, the iconic location is fitting for Nike’s first flagship in Europe, which offers one of the largest assortments of footwear in the continent. Other House of Innovation stores are located in Shanghai and New York.

A clothing display at the Nike House of Innovation Paris store with t-shirts hanging from the ceiling.
Inside the Nike House of Innovation store. Image: Tom D Morgan

“When consumers step into Nike Paris, they will experience our largest, most digitally connected and immersive retail concept in the world,” says Heidi O’Neill, president of consumer and marketplace. 

“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.”

Shelves of sneakers.
Walls of Nike footwear on display at the new Paris store. Image: Tom D Morgan

Known as House of Innovation 002, the 2400sqm space pays tribute to the 1928 design of the building with modular store layouts that are regularly updated.Inside the Nike House of Innovation store.

Escalators at the Nike store, next to a display area lit up in white and neon lights.
Photography by Tom D Morgan – www.tomdmorgan.com

High ceilings and wide open spaces emphasise the expansiveness of the store, while a black and white colour scheme allow the brand’s designs to stand out.   Customers are encouraged to try before they buy.

The entry of the Nike store, with a board at the front that looks like the arrivals board at an airport.
Mission Control at Nike’s store entry. Image: Tom D Morgan

A wall-to-wall installation at the store entrance, known as Mission Control, connects shoppers to the sporting community beyond the store, with exclusive member benefits and the latest activations at the innovation centres in New York and Shanghai. A display board similar to an airport arrivals board adding to the international feel. 

Kids jumping in the air.
The Kid Pod encourages young ones to have fun and get active. Image: Tom D Morgan

The store features the Kids Pod, which offers interactive gaming experiences to encourage movement, a bra fitting service based on machine learning and advanced algorithms, and a suite of Nike App Services in-store including Buy Online, Reserve in Store, Nike Scan to Learn, Nike Scan to Try and Nike Shop the Look.

A salesperson holding a white sneaker with multicoloured laces.
A customisation station at the store. Image: Tom D Morgan

An enhanced sustainable design uses more than 85,000 kilos of sustainable material in the design and display fixtures while clean wind power acts as a green energy source for the store. 

A customer with a face mask holding a Nike sticker.
Personalisation is key. Image: Tom D Morgan
A man holding a smartphone with a Nike app open.
Digital experiences at the Nike House of Innovation. Image: Tom D Morgan
The product speed testing station at the Nike Paris House of Innovation.
Customers are encouraged to try before they buy. Image: Tom D Morgan
Female mannequins of different shapes and sizes at the Nike store
A major focus for the store is offering females innovative product. Image: Tom D Morgan