Nike Debuts New Style Concept Shop in Seoul Featuring

Nike opened a new retail notion store in Seoul, South Korea, on Friday.

According to the Beaverton, Ore.-based athletic model, the new store, dubbed “Nike Model,” serves as a “remixed expression” of athletics retail society that blurs the line concerning bodily and digital encounters.

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Located in the city’s Hongdae community, which is regarded for its artwork, songs and manner lifestyle, Nike mentioned this new strategy will offer gender-agnostic zones for fleece, tops, footwear and equipment, as effectively as other “style-led” and regionally curated collections.

A key emphasis of the new Design and style retail outlet is how it presents special electronic-actual physical spaces for people to express their own fashion with each other, Nike said. The retail outlet will feature a studio where by community creatives, products gurus and purchasers can produce content on their own social media channels with customizable backdrops.

Courtesy of Nike

What’s much more, QR codes during the retailer will provide augmented reality encounters similar to product or service innovation and even the surrounding art installations. The Fashion door provides other experiences, like Nike by You workshops and SNKRS Lounge functions for Nike customers.

“The Hongdae community retains a robust partnership with the sneaker and neighborhood-retail group,” Nike said in a press launch. “With the Design retail concept, Nike will help broaden the aperture of sport retail tradition by continuing to blend bodily and electronic experiences.”

The Nike Design and style thought is established to grow the two regionally and internationally. A 2nd Nike Style doorway will open in Shanghai in tumble 2022. Following the preliminary doors in Korea and China, the firm said the Nike Fashion thought will expand into other nations around the world in the future.

Courtesy of Nike

The envisioned addition of a Shanghai retailer comes months just after lockdowns in the Chinese city and other important locations put the place at the centre of COVID challenges. These temporary closures forced the organization to pivot its target on driving conversion instead than website traffic in-retailer. Online, the workforce fueled action as a result of encounters, written content and livestreams on its e-commerce platforms — all factors of its 2020 pandemic playbook for the entire corporation.

In spite of these problems, though, Nike is constructing its relationship with Chinese customers as a result of its membership system on Alibaba’s Tmall platform as very well as fueling expansion as a result of the Nike app and SNKRS.

“Our people are engaged by means of social platforms, livestreams, e-commerce and digitally-enabled shops,” Angela Dong, VP/GM of Increased China at Nike, advised FN in an job interview in May. “They demand from customers the connected experience.”