Nike has opened its latest concept store, Nike Style, in Seoul, South Korea.
The company describes it as a “remixed expression of sports retail culture that blurs the line between physical and digital.”
Nike Style stores offer “gender-neutral lifestyle product zones” for select apparel, including fleeces, tops, shoes and accessories.
A second site will open in Shanghai in the fall. The concept will then be extended to other countries.
Customers can purchase floors of seasonal products in addition to locally selected collections.
The first store is located in the Hongdae district, known for its art, music, dance and fashion culture, surrounded by local shops, clubs and entertainment.
Nike Rise, meanwhile, connects the digital and the physical to create immersive in-store experiences, with Nike Style.
One of the main goals is to offer “unique digital physical spaces for consumers to express their personal style together”.
A content studio for local creatives, product experts, and buyers opens space for the community to create content on their own social media channels with customizable backgrounds.
Throughout the store, QR codes provide augmented reality experiences related to product innovation and surrounding art installations.
Nike Style offers other community experiences such as Nike By You workshops and SNKRS Lounge events for Nike members celebrating local sneaker culture.