Nike is opening its first-ever Nike+ Fuelstation outlet at the world’s first pop-up mall, Boxpark in Shoreditch.
Designed in-house by the Nike brand design team in The Netherlands, the new space ‘mixes the human and the digital world’, according to Andy Walker, global design director at Nike.
‘It’s unlike any other Nike store – we’re changing the way we do retail.’
The Fuelstation, which is installed across nine Boxpark crates, features augmented reality, interactive information screens and digital mannequins.
The entrance area features a wall that reacts when visitors walk past, changing from green to red, as well as an area which uses Kinect technology to create an avatar ‘portrait’ of the visitor, which can then be uploaded to social media (watch this space for Lovely Neil’s video!). There are also iPads and digital mannequin ‘mirrors’, in which digital characters model clothes.
There is space for a running consultant and a physio, while the upper level features further Nike products.
‘It’s not a traditional retail space – it’s more of a brand showcase, and it also works as a community hub.’ The space will be a meeting place for Nike running clubs.
The Nike+ Fuelstation opens next week, definitely one to check out.