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Inside Nike’s latest House of Innovation

Sportswear giant Nike has recently opened its third House of Innovation in Paris, boasting the brand’s most digitally-powered retail experience to date. 

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 new Nike House of Innovation in Paris. Video: Supplied.
Escalators inside the Nike House of Innovation in Paris.
Technology and fashion combine at the Nike flagship store. Image: Tom D Morgan.
White shelving with the latest Nike shoes at the Nike House of Innovation.
The store offers the largest range of Nike footwear in France. 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.”

The Nike House of Innovation has high ceilings with product displayed above.
A display at the new House of Innovation, Paris. 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.

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.   

At the entry is the Mission Control, which looks like an arrivals board at the airport.
Welcome to the new Nike House of Innovation. 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 during an interactivity experience at the Nike House of Innovation.
Kids are encouraged to get active in the store. 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.

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 sales assistant with a white sneaker and multicoloured shoelaces.
A customisation station at the Nike House of Innovation. Image: Tom D Morgan.
Female mannequins near the fitting rooms at the Nike House of Innovation.
Women are a major focus at the Nike store. Image: Tom D Morgan
A salesperson and a customer at the customisation station at the Nike House of Innovation store.
Customers are invited to customise their products. Image: Tom D Morgan
A customer holding a mobile phone with the Nike app open.
Innovation is fused in every part of the store. Image: Tom D Morgan
The product speed testing station at the Nike House of Innovation store.
Try before you buy at the Nike House of Innovation. Image: Tom D Morgan

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