This article is by: Forbes
Read more about it here: Success Of Shanghai Innovation House Reveals How Nike's Safeguarding Its Brand Supremacy
An excerpt from Forbes:
"The new Nike's Innovation House in Shanghai – the first of two new performance focused prototypes (the other is in New York) designed to supersede the original Niketown superstores – may be its grandest and most revealing venture to date.
The four-level, 41,150 sqft space has had 85 million impressions on social media, approximately 30k visitors per day, 4,000 trials on the interactive ‘center court’ experience and revenues of 1.6 times target.
A vast atrium encompassing a digitally-enabled, motion-sensitive ‘Center Court’ hosts talks, workshops and digitally-led training sessions and in early 2019 and where the screens (both wall and floor) trigger information about the exact footwear being tried on.
As biomechanics, smart products and elite sports analytics become increasingly mainstream, brands will need to step up into the role of wellness brokers, supporting consumers’ personal fitness goals in a much more intimate way far beyond localised style preferences. The space designed to react and evolve is already effecting the thinking and planning of all current and future [Nike's] retail spaces."
Your On-the-Ground People in China.
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