Nike Shanghai has opened its doors, marking an important milestone for the brand – the first Nike House of Innovation. The new store concept is a peek behind the curtain of Nike’s biggest innovation moments, matched with personalised and digitally-connected shopping journeys. The 3,822 sq m Shanghai 001 flagship is located in the Nanjing East Road shopping district and is a cross-category, consumer-focused experience with four levels. A New York City concept store will follow this Autumn.
One of the key features of Nike Shanghai 001 – as well as future House of Innovation concepts – is hyper-local, exclusive products and gear; shoppers will find them at the first floor Shanghai Shop.
House of Innovation stores will also be one of the first to launch Nike’s latest products; at Shanghai 001, that includes the LeBron 16, Air Jordan 33 and Pegasus Turbo styles. At the store’s Nike Arena, in the centre of the first floor, shoppers will find key styles and installations – from the Zoom X live to a Battleknit LeBron sculpture – that rotate regularly.
At the digitally-enabled 'Center Court' customers can enjoy speaker sessions, workshops and digitally-led trialing sessions
On the top floor, the Nike Expert Studio gives NikePlus members unrivalled access to gear up, get styled and get matched with exclusive and personalised product picks in private sessions with Nike Shanghai’s most highly-trained store athletes.
At Nike by You, NikePlus members can have one-on-one sessions with a designer to customise select shoes – adding dip-dye, embroidery and more – and walk away with freshly designed footwear.
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