No one can wonder the streets of London without finding themselves drawn into the immersive retail world of Nike Town. Aside from the killer Oxford Circus location (that can’t hurt the footfall figures) the stores’ layout, its design features and styling, along with the attentive staff, all contribute to an outstanding retail experience. Split across many floors of powerful retail space they use a combination of mood lighting and effective materials within every method of display that ultimately, you struggle to walk around the store and take it all in.
Nike Town is a comprehensive and successful execution of a flagship store that is always evolving and styling out their brand in the best possible light. They move with the seasons and the events of the sporting world and in its latest reincarnation, the newly made England kit dominates the floors of the store.
Within this extremely creative store you have sections dedicated to certain sports for easy navigation to help the “shopper on a mission”. They use materials within these displays that engage the customers mind to the sport or lifestyle that they are associated with, such as the tiles on a football changing room or rugged rock surface of an off-road running trail. The store is an impressive mix of powerful lighting and the use of display technology and video walls. This is all alongside dynamic mannequin displays – an excellent retail experience at any time, for anyone.
A short journey over to East London takes you to Shoreditch and the Boxpark Pop-up Mall. Nike have firmly stamped themselves over this collective of independent art houses, up-and-coming brands and other established retailers.
The Nike+ FuelStation is split across two units. The upstairs unit is a stylish, retro container that embraces the history of the running brand and allows the customer to create their perfect shoe and appreciate the heritage of the brand they are buying into. The mix of angled wooden shelving and quirky design cues (such as the 80’s boombox) give the unit a really distinctive flavour and the sense the customer is getting a special experience.
The large lower unit has been transformed into a Nike+ Running facility, stocked with all the latest running gear and showcased on clean, minimalist racks. You are met with a large video wall and pumping beats as you enter the four-container wide unit and it’s no surprise that local running clubs making this their place to meet as well as it being a great retail destination too.
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