Store gallery: Nike places community at heart of King’s Road store

No comments

The opening of the Nike by King’s Road store ushers in a new era of Nike shops in the UK. The store forms part of the brand’s Nike Live concept, a smaller-format location focused on digital elements, localisation and rewarding its members.

The store spans 200 square metres, with tailored offerings shaped by insights shared by neighbourhood shoppers on Nike’s digital platforms. The hyper-focused customer experience aims to provide Nike members with easier access to the products they want offline.

The Nike app forms the backbone of the store’s digital experience. Members can access Member Rewards in store including targeted product offerings based on their previous purchases. The app can also be used to scan any barcode to bring up the product’s page on the Nike website, as well as to see the current store inventory.

“For customers who want to ensure a quieter shopping experience, members can also schedule a visit”

Nike Fit’s foot-scanning technology uses machine learning and AI to allow customers to discover their correct shoe size, while Bra Fit uses advanced algorithms to share guidance on the correct fit recommendation. Users can save this information on their Nike Member profile for future reference.

Community spirit

Promoting community engagement is a further staple of the Nike Live store. The space will host regular in-store experiences for customers, including mindfulness sessions and wellness-based workshops. There will also be neighbourhood events hosted outside the door, including guided Nike Training Club workouts.

The new outlet will also partner with local experts and trainers to offer further perks for members, including a bi-weekly running club.

The local community has also influenced the store’s design. Nike collaborated with UK artist and graphic designer Joel Burden to create imagery in store and on the facade of the new location. Sustainable elements are dotted throughout the shop, including recycled felt panels in the fitting-room walls, 3D recycled plastic product display elements, and waste product from shoe recycling used as filler for cushions.

Nike by King’s Road also offers click-and-collect and buy online, pick up in-store services. For customers who want to ensure a quieter shopping experience, members can also schedule a visit.