Nike Debuts New Style Concept Shop in Seoul Featuring Gender-Agnostic Items & Content Studio

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Nike opened a new retail strategy shop in Seoul, South Korea, on Friday.

According to the Beaverton, Ore.-primarily based athletic manufacturer, the new store, dubbed “Nike Fashion,” serves as a “remixed expression” of sporting activities retail culture that blurs the line among actual physical and digital ordeals.

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Located in the city’s Hongdae neighborhood, which is identified for its artwork, new music and style lifestyle, Nike claimed this new thought will supply gender-agnostic zones for fleece, tops, footwear and extras, as properly as other “style-led” and domestically curated collections.

A crucial target of the new Type retail outlet is how it gives exceptional electronic-bodily spaces for individuals to express their particular type jointly, Nike mentioned. The keep will characteristic a studio wherever area creatives, solution experts and buyers can generate articles on their own social media channels with customizable backdrops.

Nike Style features digital mannequins and a content studio in its new Seoul, South Korea store. - Credit: Courtesy of Nike

Nike Model attributes digital mannequins and a articles studio in its new Seoul, South Korea store. – Credit: Courtesy of Nike

Courtesy of Nike

What is additional, QR codes throughout the store will supply augmented actuality experiences relevant to merchandise innovation and even the encompassing art installations. The Design and style door provides other ordeals, like Nike by You workshops and SNKRS Lounge activities for Nike customers.

“The Hongdae neighborhood holds a robust marriage with the sneaker and neighborhood-retail neighborhood,” Nike mentioned in a push release. “With the Fashion retail notion, Nike aids broaden the aperture of activity retail society by continuing to mix actual physical and electronic ordeals.”

The Nike Style thought is established to extend both equally regionally and internationally. A 2nd Nike Fashion doorway will open in Shanghai in slide 2022. Subsequent the first doors in Korea and China, the business explained the Nike Model thought will increase into other international locations in the future.

Inside the new Nike Style store in Seoul, South Korea. - Credit: Courtesy of Nike

Inside of the new Nike Style store in Seoul, South Korea. – Credit rating: Courtesy of Nike

Courtesy of Nike

The expected addition of a Shanghai retail store arrives months soon after lockdowns in the Chinese city and other vital regions put the region at the center of COVID issues. These short term closures compelled the organization to pivot its focus on driving conversion fairly than visitors in-shop. On line, the workforce fueled action by way of encounters, material and livestreams on its e-commerce platforms — all things of its 2020 pandemic playbook for the whole business.

Inspite of these worries, nevertheless, Nike is building its relationship with Chinese consumers via its membership method on Alibaba’s Tmall system as perfectly as fueling expansion by the Nike application and SNKRS.

“Our buyers are engaged via social platforms, livestreams, e-commerce and digitally-enabled suppliers,” Angela Dong, VP/GM of Better China at Nike, advised FN in an interview in May possibly. “They demand from customers the linked practical experience.”

Nike Style’s SNKRS Lounge in Seoul, South Korea. - Credit: Courtesy of Nike

Nike Style’s SNKRS Lounge in Seoul, South Korea. – Credit score: Courtesy of Nike

Courtesy of Nike

Nike Style’s content studio inside its new store in Seoul, South Korea. - Credit: Courtesy of Nike

Nike Style’s content studio within its new store in Seoul, South Korea. – Credit: Courtesy of Nike

Courtesy of Nike

The facade of the new Nike Style store in Seoul, South Korea. - Credit: Courtesy of Nike

The facade of the new Nike Fashion shop in Seoul, South Korea. – Credit score: Courtesy of Nike

Courtesy of Nike

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