A changing curated retail experience with a series of thematic in-store installations that capture the key moments in the innovation process.
Regularly changing in-store installations unveiled the outstanding retail concept at Nike’s “House of Innovation”, an experimental and experience-driven flagship store with two locations worldwide: New York and Shanghai opened at the end of 2018. The curated shopping experience offers consumers a peek behind the curtain of Nike’s biggest innovation moments and creative journeys, from research to production. Thematic immersive experiences are created for three collections between 2018 and 2019, revealing distinctive stories of innovation and presenting the products more than meets the eye.
Unlike many retail stores that simply construct a stage for the show of products, what’s presented at House of Innovation is a series of immersive experiences carefully curated to tell the story of innovation and design. The technical details and technology behind the creation of each product are transformed into story-telling installations that not only allow consumers to understand the products from another perspective and through interaction but also engage them in the creative process. What sets House of Innovation apart is that the theme changes every few weeks along with featured collections and the entire space changes overnight accordingly. Each ‘make-over’ is a new iteration of the core concept rendered into an enthralling lab-like environment. By including the backstage and design in the making, the thematic installations at HOI have created a new outlook for retail experiences.
In recent years, a rising trend indicates the blurring boundaries between branded spaces and museums in China. Brands invest more than ever in creating a story-telling physical environment that is no longer transaction-driven, but story-driven. Consumers are no longer satisfied with glamorous displays; instead, they are eager for more narrative in shopping experiences. The thematic installations created for each featured collection are not only visually impactful, but they also tell stories about the innovation process, athletes’ pursuit of excellence, and most importantly, the brand’s core belief. The continuous changing thematic installations at House of Innovation has successfully presented unique curated narrative environments and reshaped retail experiences.
Floor Area: 1,500 m2
Year of Completion: 2018 – 2019
Location of Project: Nike House of Innovation 829, Nanjing East Rd, Huangpu District, Shanghai, China
Photography by Charlie Xia with courtesy of Coordination Asia