Nike will open its third House of Innovation, at the historic 79 Avenue des Champs-Élysées in Paris, continuing its endeavor to harness the power of digital to best serve consumers.
Over four ﬂoors and some 2,400 square meters (nearly 26,000 square feet), Nike Paris, House of Innovation 002 gives unparalleled access to Nike’s best innovations, athlete storytelling and experiences. The flagship — situated amongst some of the world’s most iconic landmarks — offers an immersive and digitally-powered end-to-end consumer journey. Offering one of the largest assortments of Nike footwear in Europe, modular store layouts that are consistently updated and exclusive Member opportunities, Nike Paris is the Swoosh’s latest proof point in its ongoing commitment to transform the future of retail, while serving as a vibrant centre of sport.
Inspired by the 1928 design of the building, and with the legacy of this multi-use space in mind (the building has played home to a car showroom, movie productions and a basement nightclub), Nike has curated and designed a modern retail destination that reflects the brand’s innovation and Paris’ history.
“When consumers step into Nike Paris, they will experience our largest, most digitally connected and immersive retail concept in the world,” says Heidi O’Neill, President of Consumer and Marketplace. “The strength of our digital portfolio combined with product innovation and amazing physical spaces, will connect members to the community of sport and to one-of-a-kind experiences, serving them in an incredibly personal way. We are so excited to bring Nike Paris to the city and to the world.”
Built to learn and evolve from the findings of its previous stores, the House of Innovation in Paris reinforces four areas of focus: uniting shoppers to a global community of sport, serving women with our most innovative product and services, creating more opportunities for kids to get active and designing a more seamless end-to-end consumer experience.
Key features of Nike Paris
Mission Control Located at the flagship’s entry, Mission Control is a wall-to-wall installation that serves as the heartbeat of Nike Paris, connecting shoppers to the global and local community of sport, exclusive Member benefits and the latest activations at Nike House of Innovation doors in New York and Shanghai.
Bra Fit by Nike Fit A game-changing service innovation combining personalization and digital capabilities, Bra Fit by Nike Fit uses fit as the foundation to create a better shopping experience for female consumers. Using Nike Fit proprietary machine learning and advanced algorithms, shoppers have the in-store capability to input their perceived bra size (or walk-through a self-guided assessment) into the Bra Fit by Nike Fit tool to receive a fit recommendation for any Nike bra. This assessment also enables wearers to save that information to a Nike Member profile for future shopping reference.
Kids Pod This is an in-store destination for interactive gaming and trial station to keep kids moving. With France’s largest assortment of Kids product, children can gear up and tap into features like a one-handed zipper challenge and a 360 virtual runners experience inspired by Parkour.
Digital Acceleration Nike Paris is a physical retail destination that ignites Nike’s digital capabilities through a comprehensive suite of Nike App Services in-store (Buy Online, Reserve in Store, Nike Scan to Learn, Nike Scan to Try, Nike Shop the Look) and an enhanced digital infrastructure with boosted Wi-Fi technology.
Enhanced Sustainable Design The store is an important step on Nike’s Move to Zero journey to help protect the planet and create a better future for sport. More than 85,000 kilos of sustainable material are woven into the fabric of the store design and display fixtures at Nike Paris. Moreover, and through a partnership with Iberdrola, Nike Paris is fueled by a clean energy wind complex in Spain.