Nike’s Try-Before-You-Buy Pop-Up
US sports giant Nike has unveiled a new female-focused pop-up store in New York, equipped with a gym space where consumers can try the brand's products as they work out.
Designed in collaboration with London-based set designer Robert Storey, the vibrantly coloured space has a clubby aesthetic. This includes fluorescent lighting and a highly stylised geometric layout that alludes to the angularity and luminous colour scheme of Nike's latest womenswear collection. It's a trick regularly deployed by the brand to tie its spaces to its product – see Store Design Directions: Architecture, Materials & VM in our Future of the Store Industry Trend for more.
A number of symmetrical walls divide the shop floor into four sections, where products are displayed by category ('pro bra', 'train', 'run' and 'live'). But the real wow factor comes from the annexation of a separate room with a workout studio, where VIP customers can exercise in Nike's clothes pre-purchase. Countering the buzzy store space, the gym is painted white and retains the industrial aesthetic of its urban setting via exposed brickwork and pipelines.
The idea of trying before you buy or testing products in context is becoming valuable for all sectors of the market. See Try-Before-You-Buy Retail by Gu, Future Stores: Brand Hubs & Product Playgrounds and Product Hubs: Experimentation & Co-Creation.
For a deeper insight into gender-focused retail, see Female-Focused Retail, Female-Focused Sports Concept: Foot Locker Approved, and Selling Style in our New Masculinity Industry Trend.
For more examples of the ongoing trend for store concepts created by artists and set designers, see Meet the Set Designers and Art-Fuelled Fashion Spaces. See also LN-CC: Beautiful Hybrid, and the new store for London-based fashion designer Roksanda Ilinic detailed in the August 2014 Retail City Guide for London – both of which were crafted by UK production star Gary Card.
For more on sports retail, see Sports Futures, and keep a lookout for our upcoming report Sports Retail Redefined, publishing mid-September 2014.