Seoul’s Nike Style is Both a Retail Space and Creative Studio
Nike’s direct-to-consumer business has made some incredible innovations over the past few years and Team Swoosh continue to stay busy creating concept brick-and-mortars. Their Nike Rise locations in Korea and China made headlines globally last year, which were designed to bridge the gap between physical and digital. Once again blurring the lines between in-person shopping and the online universe is Nike Style, which is both a retail store and a creative studio.
Seoul has been a hotbed for Nike’s newest innovative locations and their latest will be located in the neighbourhood of Hongdae, which is known for its cultural cache and shopping. An immersive location with multiple stories, it allows visitors to express their personal style and tastes. Nike Style will offer a range which is geared toward the lifestyle genre in gender-agnostic zones. Select seasonal products and locally curated collections will also be available.
Nike Style will also have a content studio for consumers to create their own content with customisable backdrops! There are plenty of immersive experiences set to take place, such as Nike By You workshops and SNKRS Lounge events for Nike Members. There will also be augmented reality experiences and art installations accessed via QR codes around the store.
The debut Nike Style concept in Seoul will open on July 15! They will also be expanding with a Shanghai store set to open later this year! Following that, there will be more coming around the globe.