Nominee

House of Innovation In-store Installations

Designed by: COORDINATION ASIA
For client: NIKE SPORTS (CHINA) CO., Ltd Floor area: 1500.00 M² Year of completion: 2019
Submitted for:

About the Project

Regularly changing in-store installations unveiled the outstanding retail concept at Nike’s “House of Innovation”, an experimental and experience-driven flagship store with two locations worldwide: New York and Shanghai opened end 2018. The curated shopping experience offers consumers a peek behind the curtain of Nike’s biggest innovation moments and creative journeys, from research to production. Thematic immersive experiences are created for three collections between 2018 and 2019, revealing distinctive stories of innovation and presenting the products more than meets of the eye. Unlike many retail stores that simply construct a stage for the show of products, what’s presented at House of Innovation is a series of immersive experiences carefully curated to tell the story of innovation and design. The technical details and technology behind the creation of each product are transformed into story-telling installations that not only allows consumers understand the products from another perspective and through interaction but also engage them in the creative process. What sets House of Innovation apart is that the theme changes every few weeks along with featured collections and the entire space changes overnight accordingly. Each ‘make-over’ is a new iteration of the core concept rendered into enthralling lab-like environment. By including the backstage and design in the making, the thematic installations at HOI has created a new outlook for retail experiences.

What’s unique about it

In recent years, a rising trend indicates the blurring boundaries between branded spaces and museums in China. Brands invest more than ever in creating story-telling physical environment that is no longer transaction-driven, but story-driven. Consumers are no longer satisfied with glamorous displays; instead, they are eager for more narrative in the shopping experiences. The thematic installations created for each featured collection are not only visually impactful, they also tells stories about the innovation process, athletes’ pursuit of excellence and most importantly, the brand’s core belief. The continuous changing thematic installations at House of Innovation has successfully presented unique curated narrative environments and reshaped retail experiences.

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