Nike has officially opened the doors to its new store in London’s Westfield shopping centre. Boasting 17,000 sq ft of retail space, the sporting giant’s latest expansion has been designed to connect the local community and its athletes “through the most innovative digital experiences and services that enliven the sport pulse of the city.”
Based around the global “Nike Rise” store concept, which empowers athletes to make sport a daily habit, supported by digital services, the Westfield store is one of the first spaces to launch its digital platform Sport Pulse, which enables real-time, responsive and localised sport stories.
Upon entering, customers are provided data-led storytelling on various floor-to-ceiling screens, informed by real-time sport moments curated from Nike’s Training Club and Run Club app. Other standout areas of the store include the Inside Track Table, a RFID-enabled interactive footwear comparison tool which allows sneakerheads and athletes to receive reviews and real-time information of any pair of footwear with just the touch of a button.
Blurring the boundary between online and offline realms, customers can also visit the Sport Hub, which offers services such as Buy Online Pickup In Store, Digital Orders, Return while also organising scheduled visits.
As for the fixtures, the Nike Westfield store has already received a gold LEED certification for its sustainable features throughout the building, which includes upcycled clayworks for the interior wall finishes.
Finally, the store’s “athletes” are made up of 15 nationalities and speak 43 different languages, with a bespoke pop up customisation desk featuring West London focussed Nike graphics created especially for the store by local artists.
Check out images of the new store below and head to Ariel Way, London, W12 7GF now to check it out for yourself.
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