Nike has developed Nike Live, a new store concept that will be inspired by, and built as, a hub for its local NikePlus members. The first one, Nike by Melrose, opened its doors yesterday (Thursday 12 July) at 8552 Melrose Avenue in West Los Angeles. Research into the insights and behavior of NikePlus members in Los Angeles shows that they are running and style obsessed. They are on the competitive side but are also visionaries. It's these findings that have inspired the new concept.
The store will operate like an experimental digital-meets-physical retail pilot, but it’s not going anywhere anytime soon. The products and services that will be 'tested' there are based on a deep understanding of the neighbourhood.
'We’re thrilled to be opening up Nike by Melrose and bringing the best of Nike products and offerings selected for this community,' says Heidi O'Neill, president of Nike Direct. 'As well as being the first Nike Live destination, we will also test services that can then roll out to other Nike stores, combining digital features with a unique physical environment to create the future of Nike retail.'
The store’s façade showcases Angelenos shopping and getting after sport against the backdrop of a classic SoCal sunset. Los Angeles native Bijou Karman, the artist and illustrator who designed the mural on the façade, that she calls 'Sunsets on Melrose', says she intended for it to be a re-imagined walkthrough of a typical LA day.
NikePlus members can redeem product or rewards by using their member pass every two weeks at the NikePlus Unlock Box – essentially a digital vending machine.
The Dynamic Fit Zone has a lounge to relax in, rooms where Nike Experts can offer styling tips and a Nike Trial Zone (with a treadmill) to test out products. Bookable through the Nike App, Nike Express Sessions will also be hosted here to provide elevated one-to-one service to consumers in just 30 minutes.
As well as providing a selection of nike.com best-sellers and essential running, training and sportswear products, Nike by Melrose will offer city-specific styles, all of which is determined by Nike digital commerce data (things like buying patterns, app usage and engagement) to serve local NikePlus members exactly what they want when they want it. That means new apparel, footwear and accessories – again, all specific to LA’s needs regardless of Nike’s broader seasonal priorities – will fill the store on a bi-weekly basis (a Nike first) and sometimes even exclusively.
The Sneaker Bar makes trying on and buying footwear quick and easy with on-the-spot access to the store’s shoe assortment, with a Nike Expert on hand to help consumers make the right product pick.