Nike has opened its third Nike Rise concept store, its first in Europe, in West London. Following the success of stores blending physical and digital experiences in Guangzhou, China, and Seoul, South Korea, the new 17,000-square-foot location uses the brand’s Sport Pulse digital platform, which enables real-time, responsive and local sport stories. The store opened at the Westfield Mall in London’s Shepherd’s Bush neighborhood July 14.
LED screens at the store’s entrance relay data-led storytelling that relies on real-time sport happenings within the city, in addition to the Nike NTC and NRC activity apps. Nike West London also features Inside Track Table, an RFID-enabled interactive footwear comparison tool that educates consumers using product reviews and real-time information about any pair of the brand’s footwear.
Nike West London is also equipped to promote the company’s additional O2O (offline to online) services, such as BOPIS and DORIS (digital orders returned in store). The location also features Nike by You, the brand’s premium personalization experience.
Following a greener path for its retail operations was also a priority for Nike. With this new London shop, the brand created a location with sustainable features, such as the use of clay works for interior wall finishes, which earned Nike a gold LEED certification.
