Nike Style builds off of the Nike Rise concept, which, also unveiled in Seoul, is targeted at offering immersive phygital experiences. Intended for the sportswear brand’s distinct sports lifestyle audience, Nike Style is characterized by digital-physical spaces, locally curated collections and community activations like workshops and member events. 

The space focuses on local culture and phygital activations that help customize a shopper’s individual experience. Aimed at ‘broadening the aperture of sport retail culture’, the store boasts a content studio for local creatives, product experts and shoppers, with customizable backdrops. QR-powered augmented reality experiences provide an extra layer of context to product innovation and art installations. The store piloted the program which was later introduced in Shanghai and then globally.

Even though Nike’s renown goes without saying, the label still actively fosters moments and carves out new experiences that recognize its customers’ needs. With the concept, hyperlocal collections, gender-agnostic zones and the opportunity to literally create content on-site generate a welcome space that maximizes interactivity and makes visitors feel seen by the brand they’re patronizing, a quality so often absent in corporate commercial spaces.