Sportswear brand Nike opens up new retail concept in Seoul
This first door is located in the Hongdae neighborhood, known for its arts, music, dance and fashion culture, surrounded by local shops, clubs and entertainment. Nike launched many of its most innovative retail concepts and experiences in Seoul, including Nike Rise, which bridges digital and physical to create rich store experiences, and now Nike Style. The Hongdae neighborhood has a close relationship with the sports shoe community and the retail community in the vicinity. With the Style retail concept, Nike helps broaden the horizons of sports retail culture by continuing to combine physical and digital experiences.
The main focus of the door is how it provides a unique physical-digital space for consumers to come together to express their personal style. A content studio for local advertisers, product professionals and shoppers opens up space for the community to create content on their own social media channels with customizable backdrops. Throughout the store, QR codes provide an augmented reality experience involving product innovation and even surrounding art installations. The Style Door offers other unique community experiences such as the Nike By You workshop and the SNKRS Lounge event for Nike members to celebrate local sneaker culture, Nike said in a press release.
The new Nike Nike Style retail concept is now open in Seoul. It will serve a distinct sporty style audience through the lens of style, featuring sexist zones for fleece, tops, shoes, accessories and other style collections. Consumers can shop for seasonal products alongside locally curated collections that resonate with the region.
The Nike Style concept is set to expand both regionally and internationally. A second door of Nike Style will open in Shanghai in the fall of 2022. After the initial doors in Korea and China, the Nike Style concept will expand to other countries in the future.
Fiber2 fashion news desk (RR)