Contract Magazine - April 2019 - 53
the 68,000-square-foot store empowers shoppers to wield the brand's extensive
creative offerings from customization labs to a newly launched app that allows
customers to scan items on display and "shop the looks" worn by the mannequins.
"Epic utility" is at the foundation of the Nike Speed Shop on the minimalist
ground floor, while apparel for women and young athletes is housed on the light and
bright second floor, which is also accented with gold tones. The men's floor above
delivers an apt contrast with a dark, raw masculine palette. The Sneaker Lab on
the fourth floor leans into its identity as a sneaker heaven, showcasing the world's
largest selection of in-season footwear styles against a sprawling blanched
backdrop inspired by the triple-white tone of the signature Nike Air Force. Material
innovation abounds as well in the form of a bespoke seating and configuration
system composed of recycled foam and textiles. Further enlarged with abundant
mirrors, the Sneaker Lab also affords visitors a peak behind the curtain with real
aerodynamic tests of Nike shoes illustrated in a technical and video display.
"For us, innovation isn't about the final product in a jewel case, it's about the
process and the failures and the integration and the obsession with the athlete along
the way, that led to the final product," says Sean Madden, senior director of product
for Nike Retail. "It's not always pretty and we make mistakes, and so we wanted to
make sure that the consumer can see the journey that led to these final products,
and then we can celebrate the success of the athletes who are using them."
Crafted to mirror a Nike design creation studio, the Nike Expert Studio crowns
the landmark flagship. The open, flexible floor is infused with a residential-style
warmth, particularly evident in the private spaces designated for in-store experts
to personally serve customers. And keeping it personal is the very ethos of the House
of Innovation 000. Like its shoppers, the store too will aim to adapt and mature
in order to remain a force among an ever-changing marketplace.
"We're going to learn and change with this retail space as it matures. Everything
is mobile and highly flexible," Thaemert says. "It will evolve as we evolve." c
contract
Contract Magazine - April 2019
Table of Contents for the Digital Edition of Contract Magazine - April 2019
Contract Magazine - April 2019
Contents
Editorial
Industry News
Show Director’s Letter
The List
Viewpoint
Designer You Should Know: Dorothée Meilichzon
Product Briefs
Emerging Hospitality Firms
Nike House of Innovation 000
Matrix: HD Preview
Matrix: ICFF Wallcoverings
Matrix: ICFF Furniture, Lighting, and Design
Matrix: ICFF Kitchen and Bath
Matrix: Tile Preview
Designers Select: Hospitality Solutions
Backpage: MoMA’s “Good Design”
Contract Magazine - April 2019 - Intro
Contract Magazine - April 2019 - Contract Magazine - April 2019
Contract Magazine - April 2019 - Cover2
Contract Magazine - April 2019 - 1
Contract Magazine - April 2019 - Contents
Contract Magazine - April 2019 - 3
Contract Magazine - April 2019 - 4
Contract Magazine - April 2019 - 5
Contract Magazine - April 2019 - 6
Contract Magazine - April 2019 - 7
Contract Magazine - April 2019 - Editorial
Contract Magazine - April 2019 - 9
Contract Magazine - April 2019 - 10
Contract Magazine - April 2019 - 11
Contract Magazine - April 2019 - Industry News
Contract Magazine - April 2019 - 13
Contract Magazine - April 2019 - 14
Contract Magazine - April 2019 - 15
Contract Magazine - April 2019 - Show Director’s Letter
Contract Magazine - April 2019 - 17
Contract Magazine - April 2019 - The List
Contract Magazine - April 2019 - 19
Contract Magazine - April 2019 - Viewpoint
Contract Magazine - April 2019 - 21
Contract Magazine - April 2019 - Designer You Should Know: Dorothée Meilichzon
Contract Magazine - April 2019 - 23
Contract Magazine - April 2019 - 24
Contract Magazine - April 2019 - 25
Contract Magazine - April 2019 - Product Briefs
Contract Magazine - April 2019 - 27
Contract Magazine - April 2019 - 28
Contract Magazine - April 2019 - 29
Contract Magazine - April 2019 - 30
Contract Magazine - April 2019 - 31
Contract Magazine - April 2019 - 32
Contract Magazine - April 2019 - 33
Contract Magazine - April 2019 - 34
Contract Magazine - April 2019 - Emerging Hospitality Firms
Contract Magazine - April 2019 - 36
Contract Magazine - April 2019 - 37
Contract Magazine - April 2019 - 38
Contract Magazine - April 2019 - 39
Contract Magazine - April 2019 - 40
Contract Magazine - April 2019 - 41
Contract Magazine - April 2019 - 42
Contract Magazine - April 2019 - 43
Contract Magazine - April 2019 - 44
Contract Magazine - April 2019 - 45
Contract Magazine - April 2019 - 46
Contract Magazine - April 2019 - 47
Contract Magazine - April 2019 - 48
Contract Magazine - April 2019 - 49
Contract Magazine - April 2019 - Nike House of Innovation 000
Contract Magazine - April 2019 - 51
Contract Magazine - April 2019 - 52
Contract Magazine - April 2019 - 53
Contract Magazine - April 2019 - Matrix: HD Preview
Contract Magazine - April 2019 - 55
Contract Magazine - April 2019 - 56
Contract Magazine - April 2019 - 57
Contract Magazine - April 2019 - Matrix: ICFF Wallcoverings
Contract Magazine - April 2019 - 59
Contract Magazine - April 2019 - Matrix: ICFF Furniture, Lighting, and Design
Contract Magazine - April 2019 - 61
Contract Magazine - April 2019 - 62
Contract Magazine - April 2019 - 63
Contract Magazine - April 2019 - Matrix: ICFF Kitchen and Bath
Contract Magazine - April 2019 - 65
Contract Magazine - April 2019 - 66
Contract Magazine - April 2019 - 67
Contract Magazine - April 2019 - Matrix: Tile Preview
Contract Magazine - April 2019 - 69
Contract Magazine - April 2019 - Designers Select: Hospitality Solutions
Contract Magazine - April 2019 - 71
Contract Magazine - April 2019 - Backpage: MoMA’s “Good Design”
Contract Magazine - April 2019 - Cover3
Contract Magazine - April 2019 - Cover4
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