Nike has used research in the behavior of its NikePlus members in Los Angeles to inform the nature of the offer of its new Nike Live store, which opened on the city’s Melrose Avenue on Thursday.
Looking a little like a pop-up, but ‘not going anywhere anytime soon’, the store is intended to operate like an experimental digital-meets-physical retail pilot. Practically, this means an interior that blends in a ‘groovy’ sort of way with its distinctive southern Californian location and a product range determined by Nike digital commerce data.
It also means that those who order online can do a range of things from picking up in-store to a curbside delivery where a purchase is bought to your car and you drive away.
The environment features a number of new elements including a ‘sneaker bar’ and a fitting room area where style tips and consultations can be arranged. Nike says that more neighborhood-specific locations will open in cities around the globe, including Tokyo, next spring and beyond.