Nike opens Nike King’s Road – its first women’s-only store in Europe. Located on London’s iconic shopping street, Nike King’s Road is a 207 m² consumer experience store which provides Nike’s performance products and services. King’s Road is the third women’s only store for the brand; Nike opened locations in China and California in late 2014.
Nike King’s Road offers consumers bespoke services such as pant hemming, gait analysis and bra fitting. Consumers can use special dimmers in the changing rooms that show outfits in three different lighting scenarios –morning, afternoon and evening.
Additionally, a booking system is housed on the digital community wall within the store allows visitors to reserve spots at all Nike running and training sessions. As well as Nike+ Training Club and Nike+ Run Club gatherings, the store will host special events to celebrate sports and fashion events.
The store's digital services offer consumers the possibility to make purchases via a “click and collect” system on the Nike website and pick up their purchases in the store.
Isamaya French, a London-based illustrator and make-up artist, produced a piece of art that communicates the synergy of sport and style in the store’s basement level. A separate map of London also pays homage to the UK capital and features Nike heptathlete Katarina Johnson-Thompson and is incorporated into the store’s design.