It’s close to a year since Nike unveiled the glass cube that appeared to be suspended between floors in its Oxford Circus flagship and wowed all who visited. This store, in the heart of Covent Garden, is a more recent addition to the US sportswear giant’s portfolio.
It occupies the site of the now defunct Shellys shoe shop, which seemed to have been there forever when the announcement it was closing was
made last year.
In its place is a Nike store that the staff were quick to point out is the only branch in Europe where you can buy t-shirts designed to your own specification while you wait. This idiosyncrasy notwithstanding, the single-floor store does look different from most other branches, if only because the standard modular shopfit has not been installed.
Instead, pausing at the threshold, shoppers can admire the void-like black ceiling, framed by a suspended white platform that is supported by the many pillars filling the interior. And if the gaze should happen to stray into the shop’s main body they would observe everything from coloured neon tubes forming the shape of a Nike running shoe behind the cash desks, to school gym-style climbing bars, used as perimeter display units.
Most of the garments on show are side-hung, increasing density on the floor and giving a broad offer considering the size of the store.
It’s a pity that Nike appears to be under pressure at the moment. Last week it announced that it would be cutting about 5 per cent of its global workforce. More of its workaday stores need to be as eye-catching as this one.
No comments yet