Nike has transformed its retail landscape with the introduction of a series of global NikeLab stores, which aim to bridge the gap between physical retail, online commerce and digital engagement. Put simply, these stores focus on showcasing how Nike interacts and collaborates with other innovators as part of its larger journey of exploration. As well as offering a more tightly curated product selection – including Tier 0 and special projects – the stores sit at the intersection of sport, design and culture. Working with long- term partner Arthur Huang, founder of design firm Miniwiz, the store spaces utilize innovative, renewable materials created from motherboards and casings which also aim to push retail design forward. Stores in New York, London, Paris, Milan, Shanghai, Hong Kong opened last week, as well as digitally through Nike.com/NikeLab.
But that all sounds like a PR release. See how it comes together in the video above.