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Brief Published: 23 Jul 2012

Nike’s House of Innovation Immersive Pop-up Promo


Getting into the spirit of the London 2012 Olympic games, global sports brand Nike has launched a temporary interactive retail space inside London department store Selfridges.

Dubbed the Nike House of Innovation, the futuristic-looking, showroom-like space has been designed to appeal to the ‘digitally connected athlete’ and will feature a suite of digitally-enabled Nike products devised to encourage a more active lifestyle.

Different zones represent different areas of the brand’s latest product ranges, but the focal point is dedicated to its new digital wristband, the Nike FuelBand. It measures everyday activity by allowing consumers to monitor their own levels of exertion, encouraging them to work that little but harder.

Elsewhere, customers who wish to trial Nike’s Lunarlon shoes can immerse themselves in a video-game-style experience offered within the space.

A brand hub as much as a showroom (for more on this topic see our report, Future Stores: Brand Hubs and Product Playgrounds), the Nike House will also host a range of free seminars and events featuring guest appearances from Nike-sponsored athletes and also the brand’s designers.

The Nike House of Innovation pop-up will be in-store until August 12 2012 – the last day of the Olympic Games. For more examples of inspirational pop-up initiatives, look out for the Spaces report Olympic Pop-ups, publishing at the end of this month. 



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