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The new store concept is a peek behind the curtain of Nike’s biggest innovation moments, matched with personalized and digitally-connected shopping journeys. Nike unveiled Shanghai 001 — the first House of Innovation, with a New York City concept store to follow this fall — as a cross-category, consumer-focused experience with four levels, 41,150 square feet and located in the world-famous Nanjing East Road shopping district.
One of the pinnacle features of Nike Shanghai 001 — as well as future House of Innovation concepts — is hyper-local, exclusive products and gear; shoppers will find them at the first floor Shanghai Shop.
House of Innovation stores will also be one of the first to launch Nike’s latest products; at Shanghai 001, that includes the LeBron 16, Air Jordan 33 and Pegasus Turbo styles. At the store’s Nike Arena, in the center of the first floor, shoppers will find key styles and installations — from the Zoom X live to a Battleknit LeBron sculpture — that rotate regularly. At the digitally-enabled “Center Court” they can enjoy speaker sessions, workshops and digitally-led trialing sessions.
Through advanced or in-store bookings, the top floor Nike Expert Studio gives NikePlus members unrivaled access to gear up, get styled and get matched with exclusive and personalized product picks in private sessions with Nike Shanghai’s most highly-trained store athletes.
At Nike by You, NikePlus members can have one-on-one sessions with a designer to customize select shoes — adding dip-dye, embroidery and more — and walk away with freshly designed footwear.
