This week Nike presented its vision of ‘future retail’ by opening the first Nike+ Fuelstation in East London’s Boxpark. Envisioned by Nike’s Netherlands-based team, the concept space strives to offer an innovative balance of digital interactivity with physical human experience.
The space is maximized with digital interventions designed to motivate and inspire the concept of getting active. Motion-sensing LED walls run floor-to-ceiling, changing colour from red to green as customers walk past. As an alternative to conventional mannequins, motion-sensitive smart mirrors reveal film footage of local runners wearing products from the store. Interactive touch screens provide information on Nike+ products and Run Clubs.
One of the highlights is a clever Kinect hack installation that allows visitors to create a life sized digitized version of themselves on screen. The result is a unique motion graphic that can be uploaded and shared via social media.
The store will become the hub of a free weekly Nike+ Run Club for locals whilst nutritionists and physiotherapists will be on hand to offer free consultations and advice. From May, the store will be one of the only European outlets to stock the Nike+ FuelBand, a wristband that allows users to set fitness goals and track their activity throughout the day.