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

Nike has launched in the Boxpark shopping center in London a new store concept called Fuel Station, combining innovative products with digital services and interactive multimedia experiences to create a cutting-edge business environment. Liquid crystal walls that can take photos with the figure of users, 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, the Nike+Fuel Station, an example of integrating the latest digital technology in store, of generating customer experiences, and the much sought after online and offline connection. A futuristic establishment with some really amazing elements designed for sports lovers to synchronize the tools of the store with some products from its Nike+ line, buy personalized sneakers and subscribe to local sports clubs and groups.

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

It also features the interactive Nike+ Fuel Band experience, an installation that captures the user's movement and translates it to an LCD wall, generating a whole 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 an approaching customer, and show videos of local brokers testing key store products. likewise, interactive touch screens provide product information, of the running club activities,... iPads function as virtual catalogs to teach the manufacturing process of the products, and a system of analysis of the gait by means of a digital treadmill allows the runner to choose the best model of shoe.

Retro elements’

All these elements are inserted in an environment with an absolutely futuristic image, with some 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 is planned the opening of another of the classic formats of Nike stores, the NikeID Studio, aimed at allowing buyers to customize their products. To do this 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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