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.
“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.”
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.
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.
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.
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.
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.