Nike+Fuel Station, new interactive store concept for sports lovers

Nike has launched a new store concept called Fuel Station in London's Boxpark shopping center, in which innovative products are combined with digital services and interactive multimedia experiences to create a leading commercial environment. Liquid crystal walls that can take photos with the user's figure, Interactive LCD screens or iPads are some of the technological tools that are part of this establishment that marks the future of the retail sector..

Nike has just opened a new store format in London, la Nike+Fuel Station, an example of integrating the latest digital technology in store, generating experiences for customers, and the much sought-after connection of online and offline. A futuristic establishment with some truly surprising elements designed for sports lovers to synchronize the store's tools with some products from its Nike+ line, purchase personalized sneakers and join local sports clubs and groups.

Located in Boxpark, a temporary shopping center made of containers in east London, The store has interactive LED screens sensitive to movement that run along the entire wall, and that encourage the client to move and demonstrate their activity level, which is measured through its new NikeFuel measurement system. Activity is reflected in a spectrum of colors, from the red (lowest activity level) to the green (the highest).

It also has the interactive Nike+ Fuel Band experience, an installation that captures the user's movement and transfers it to an LCD wall, generating an entire artistic piece that the client can share with their friends via social networks; as well as augmented reality tools that provide the customer with interactive and animated information about the store's products..

“Digital mannequins” are smart mirrors that come to life when they detect a client approaching., and show videos of local runners testing key products from the store. In addition, Interactive touch screens provide product information, of running club activities,… iPads function as virtual catalogs to teach the manufacturing process of products, and a gait analysis system using a digital treadmill allows the runner to choose the best shoe model.

Retro elements’

All these elements are inserted in an environment with an absolutely futuristic image., with certain nods to the design of the first Nike store opened in Portland in 1973, which is achieved with the introduction of some wooden walls.

And next to this establishment, the opening of another of the now classic Nike store formats is planned., the NikeID Studio, aimed at allowing buyers to personalize their products. For this it includes, among other elements, four individual design stations inspired by a gym, and two large design stations with plasma screens 55 ” to allow groups of friends to create collaborative designs.

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