© Nike

The hotly anticipated House of Innovation 000, Nike‘s next generation flagship store, has finally opened its doors in New York City. Occupying the lower floors of a 36-storey office complex on Fifth Avenue, the new outpost rubs shoulders with a slew of leading names from the upper echelons of fashion and lifestyle, and aims to offer shoppers a Nike experience that’s immersive and on a whole new level. At 68,000 sq.ft. (6,317 sqm.) there’s plenty of space to pull out all the stops, and the brand experience kicks off upon entering the ground floor where the Speed Shop is situated.

This is a space dedicated to men’s and women’s sports apparel and accessories, and obviously, a Sneaker Bar is included, featuring the latest shoe models. The second floor up the Nike Arena can be found, a showcase where currently the so-called Noise Cancelling collection can be found. At opening, the space will play host to a uniquely activated Nike By You customization space. Interestingly, the tiles of this section can be rearranged to host new spaces and configurations. The next two floors each present men’s and women’s merchandise across all categories, offering a rotation of the latest leisurewear and sportswear pieces, and we’d like to specifically mention the Sneaker Lab on the fourth floor that has largest number of Nike footwear on the planet.

Needless to say, the flagship features an abundance of specially designed settings, each contributing to the sense of awe when wandering the premises. Obviously, the House of Innovation 000 concept has a strong digital element, and this arguably is best reflected by the available Nike app. This digital service allows shoppers to scan the product barcode on a mannequin to pull up the rest of the ensemble, check all available sizes, and last but not least, send a request to bring the item of choice to a fitting room. Additionally, Nike Instant Checkout points throughout the store enable shoppers to scan and pay to skip the lines at the sales counter and check out from within the Nike app. Location: House of Innovation 000, 650 Fifth Avenue (Midtown).

© Nike