Inside Nike’s New House Of Innovation Store In Paris

Perfection dans la creation.

Four floors and 26,000 square-feet of Nike goodness in the heart of Paris will now offer customers a look inside the brand’s mechanics like never before. The new house of innovation is located along the historic 79 Avenue des Champs-Elysees in Paris.

“When consumers step into Nike Paris, they will experience our largest, most digitally connected and immersive retail concept in the world.”

The building is a sneaker-heads delight. While there’s loads of cool merch, customers will have the opportunity to delve deep into Nike’s performance of sporting science. The store will serve as a Nike store with one-off items you’ll only be able to locate at the House of Innovation. For those lucky enough to live in Paris, this will mean a constant case of ‘dope’ kicks and tees individual to the store.

Nike’s website states, “Like its predecessors in New York and Shanghai, the flagship , situated amongst some of the world’s most iconic landmarks , offers an immersive and digitally-powered end-to-end consumer journey.”

The aim of the new store in Paris seeks to continue Nike’s ambition to revolutionise the retail experience like never before. Interactive activities and athlete’s storytelling, serves to bolster the brand’s position as a sporting icon. The brand’s website also states the store will be offering ‘the largest assortments of Nike footwear in Europe’.

“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.”

Here’s what the new store will feature:

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 the world’s leading wind power company, Iberdrola, Nike Paris is fueled by a clean energy wind complex in Spain.