Nike concept shop in Seoul
What: Nike's newest concept store in Seoul blurs digital and physical together in a style-led format delivering a genderless shopping experience that keeps creatives in-store.
Why it is important: Nike's digitally enhanced concept shop offers genderless zones for fleece, tops, footwear and accessories with big plans to take the new retail format worldwide.
The concept store is in the city's Hongdae neighbourhood, which is known for its art, music and fashion culture as well as its strong relationship with sneakerheads, making it perfect for Nike. The idea is to create "style-led" and locally curated collections. A key focus of the new Style store is how its design offers unique digital-physical spaces for consumers to express their personal style together. The store will feature a studio where local creatives, product experts and shoppers can create content on their own social media channels with customizable backdrops. QR codes throughout the store will offer augmented reality experiences related to product innovation and surrounding art installations.
The Nike Style concept is set to expand both regionally and internationally with a second Nike Style to open in Shanghai in fall 2022.