Innovation in retail is currently concentrating primarily on digital connection. At Nike, such innovation is realised in various ways. In order to harness the possibilities of digital transformation and offer consumers the best-possible service, the brand has opened an additional House of Innovation at the address 79 Avenue des Champs-Élysées in Paris. On roughly 2,400 square metres over four floors, Nike Paris House of Innovation 002 will offer customers an extensive and innovative offering of services and experiences with the Nike brand world, just like its predecessors in New York and Shanghai. Alongside digital services such as “Nike Shop the Look”, “Nike Scan to Try” and “Nike App Self Checkout”, there are regular live sessions with sports experts in a studio provided especially for them. The company states that its goal with House of Innovation 002 is to connect moments in real life with virtual experiences in order to give athletes a customised shopping experience. “When consumers step into Nike Paris, they will experience our largest, most digitally connected and immersive retail concept in the world,” says Heidi O’Neill, president of Consumer and Marketplace at Nike. “The strength of our digital portfolio combined with product innovation and amazing physical spaces will connect members to the community of sport and to one-of-a-kind experiences. We are so excited to bring Nike Paris to the city and to the world.”
