Nike finally opened their unit in Boxpark, Shoreditch last week, the Nike+ Fuelstation. Boxpark has been open for a few months now and a lot of people were disappointed it wasn’t finished ready for the big opening considering it was the main anchor store.
Nike have unveiled the store as the ‘future of retail’. The aim of the store is to ‘balance digital interactivity with physical human experience’.
It is this level of interaction that is being blogged about like crazy on the internet at the moment. Nike want us to change the way we shop, think how apple have revoltutionised the way we use computers and apps and you will get an idea of the impression they are trying to make.
They do this with several digital installations, that react to your movement and help you before you have even touched a product. On entering the store you feel as though you are in an exhibition space, Nike are good at this, I previously blogged about 1948 London their hybird store/showroom/exhibiton and events space.
As you walk down the entrance corridor to the Fuelstation you pass a digital screen that turns from red to green by a camera tracking your movement. Think Minority Report where Tom Cruise walks in to a Gap store and digital walls talk to him asking him how his last purchase of chinos were for him. (I can never get it out of my head when talking about ‘the future of shopping’).
Nike “want you to feel as though you are involved”. This continues in to the store at the fuel pods where you can record yourself jumping around. Microsoft Kinnect tracks your movement and recreates it in a silhouette made of thousands of pixels on the wall dancing around moving from red to green. Your video clip can be emailed to you by Nike so that you can share it on social networks.
Why would you want to share a video clip? Why not, its a talking point, it adds to and enhances the user expeierence in the store. In larger format stores interventions like this can increase dwell time and in turn increase customer spend. Not only that it strengthens the brands image, as they say ‘changing the way we shop’.
The actual layout of product in the store is in only two of the four containers the unit is comprised of. Minimal store design and product densities add to the exhibition and experience feel of the space. Ipads on walls that are clad in wood serve as a catalogue to Nike’s wider range of products.
Throw in Nike+ Fuel bands, augmented reality through the use of QR codes that link to intricate specifications of shoes that you can move around on an ipads, treadmills that are watched by a series of cameras recording you running, beaming information to the store attendants ipad so that they can analyse how you run as part of the Nike Running Club and you have a store of the future.