Following openings in Shanghai and New York City, sportswear giant Nike has landed in Paris with a third House of Innovation, its upper segment of flagships. Unsurprisingly, the store has a prime location, occupying a listed early 1930s building with a modernist façade by French architecture practice Brandon, Boyer & Le Franc on avenue des Champs-Elysées, without doubt one of the most prestigious addresses in town. Measuring 2,400 sqm. (25,833 sq.ft.) spread across four floors, the store offers an immersive and digitally-powered consumer journey. Needless to say, it offers one of the largest assortments of Nike footwear in Europe, modular store layouts that are consistently updated and exclusive member opportunities, The settings, created by the company’s in-house design team, take cues from the venue’s architecture while also fusing it with its very own sense of innovation. Built to learn and evolve from the findings of its previous stores, the House of Innovation in Paris reinforces four areas of focus: uniting shoppers to a global community of sport, serving women with its most innovative product and services, creating more opportunities for kids to get active and designing a more seamless consumer experience. The design of the store also features a significant environmental element, as more than 85,000 kg (187,393 lbs.) of sustainable material have been used in both the store design and display fixtures. Additionally, through a partnership with Iberdrola, the world’s leading wind power company, the House of Innovation is fuelled by clean energy from a wind complex in Spain. Other highlights of the store include Mission Control, a wall-to-wall installation that serves as the heartbeat of the store, connecting shoppers to the global and local community of sport, a full range of Nike App Services in-store, such as Buy Online, Reserve in Store, Nike Scan to Learn, Nike Scan to Try, and Nike Shop the Look, and especially for female shoppers, a Bra Fit by Nike Fit tool which provides instant recommendation for any Nike sports bra and which saves all information for future shopping sprees.
Images © Nike