Nike opens the first Nike style store in Seoul. The new store concept “helps to expand the definition of sport as a shopping experience,” the US sporting goods retailer wrote in a statement on Friday.
With the Nike Style Stores, Nike blurs the boundaries between physical and digital shopping experiences – the concept serves a target group that moves between sport and lifestyle. The space is divided into gender-neutral sections showcasing tops, shoes, accessories and other “locally sourced” collections that are in keeping with the location.
The store is located in Seoul’s Hongdae district, known for its vibrant music, art and fashion scene, which attracts fashionistas and sneakerheads in particular. In the future, workshops and events for Nike members will also take place in the Nike Style Store.
It’s not the first time that Nike has premiered a new concept in Seoul – that one too Nike Rise Store was opened in the Korean metropolis before the concept was rolled out globally.
A content studio for creatives, product experts and consumers, offers the Nike community the opportunity to create content for their own social media channels with customizable background images. Augmented reality experiences are made accessible through QR codes, which tie in with the product innovations offered in the store and the art installations on display.
A second Nike Style store will open in Shanghai in fall 2022, before further stores follow in international parts of the world.