Nike Changing the Game with Immersive Retail Experience
Visitors to Nike’s House of Innovation in Paris can opt to experience a digital outfitting experience in Nike’s Fit ADV collection
Nike is pushing its brand to the next level when it comes to the retail experience, with its immersive retail offering. The company has paired up with MODEM in revealing a futuristic weather dome that allows visitors to try on Nike’s Fit ADV collection. The new collection has been deemed “the pinnacle of [Nike’s] apparel performance.”
The Nike immersive retail experience project takes place at the company’s House of Innovation in Paris.
The dome features a multi-sensory weather simulation so visitors can do their own product testing. A clip of the Nike immersive experience can be found here on MODEM’s Instagram page.
The installation includes a high-res LED screen with real-time 3D powered by Unreal Engine. As visitors stand in front of the screen, they are “outfitted phygitally” with Fit ADV. Visitors can then share the outfitting experience on social media.
MODEM refers to itself as an office for design and innovation, serving as a think tank and design studio with a portfolio of clients that include Google, Snap Inc., Louis Vuitton, SPACE10, Samsung, and IKEA.
The design company has listed another project for 2022 with Nike titled “EMEA BRAND,” listing it as “in progress.” The project description is not available due to confidentiality reasons.
The immersive Nike installation will run until the end of February.
Nike has been accelerating its digital transformation, recently acquiring RTFKT Studios, a leading creative brand that merges digital fashion, culture, and gaming. The acquisition is intended to shape the Nike metaverse as it launches next-gen collectibles.
