The store was very organised and precise, it had a lot of installations that display the clothes and products which made it almost feel like a museum dedicated to NIKE. They have utilised different popular sports and urban subcultures and echoed them in the displays. For example, there were shoes suspended in frames made from basket ball hoops, and when you enter the building you're greeted by not only the staff but a series of mannequins dressed in American Football gear tackling each other.
A lot of brands seem to be doing this with their bigger stores. They are reinvesting in the layouts and displays to give customers a new experience of shopping. With the every growing online world of retail and the expanding availability of purchasing something without even leaving the comfort of your own home, these new 'experience' driven outlets are attempting to bring people back to the world of manual consumption.
Some of the image quality isn't great because I had to use an iPhone instead of my SLR so I didn't look like I was stealing designs or anything like that. Fortunately looks of other people were doing the same so I blended in quite well.
This is the main reason why I wanted to come and visit. To see the NIKEID studio where you can get your NIKE trainers customised. Even though you are wearing a NIKE product you still get some of you put into it.
No comments:
Post a Comment