First Look: Nike Style and Saks Aspen Pop-Up
The retail landscape is quickly transforming as companies lean more on fun, interactive experiences to capture consumer interest.
The latest experiential stores come from Nike and Saks. Get a peak at these unique retail experiences below:
Nike Style
Nike Style’s personalized store façade celebrates the Nike Member community by showcasing a collection of hand-drawn Swooshes created by members in the local neighborhood. Credit: Nike
A closeup of the hand-drawn Swooshes created by Nike members. Credit: Nike
The product zones are gender agnostic, so consumers can shop freely based on their personal preferences around fit and style, regardless of gender or size. Credit: Nike
The Nike By You zone is rooted in sustainability and encourages consumers to personalize, create, and upcycle existing items into one-of-a-kind pieces. Credit: Nike
Download The SNKRS Lounge is an immersive and programmable space within Nike Style Hongdae that celebrates sneaker culture, the design community, and Nike innovation. Credit: Nike
The Content Studio is an interactive in-store destination that invites local creatives, experts, and consumers to create content on their own social media channels with customizable backdrops. Credit: Nike
Nike’s newest retail concept opened in Seoul on July 15. The experience focused on its sport lifestyle audience, showcasing gender-agnostic areas for clothing such as fleece, tops, footwear, accessories, and more.
Consumers can shop seasonal products as well as curated collections that reflect local trends.
[Read more: Nike Deploying New ERP In July]
The store merges in-person shopping with digital experiences, offering consumers a content studio where they can leverage the brand’s customizable backdrops to create content on their social media channels.
QR codes throughout the store provide access to augmented reality experiences that feature Nike’s product innovation as well as surrounding art installations. Consumers can also experience other community-related events such as Nike By You workshops and SNKRS Lounge events for Nike members.
The company expects to expand the Nike Style concept both regionally and internationally, with plans to open in Shanghai this fall.
Saks Aspen Pop-Up
Saks' new immersive pop-up shopping experience in the heart of Aspen on East Hyman Avenue. Credit: Saks
The Saks Aspen Pop-Up features an assortment of luxury fashion. Credit: Saks
A new luxury pop-up experience by Saks is taking place in the heart of Aspen on East Hyman Avenue now through July 29.
The event will provide access to an assortment of fashion across women’s and men’s apparel and jewelry. Additionally, consumers can access on-demand personal styling and shopping services from Saks Stylists.
The pop-up, which has a 2,000-square-foot footprint, will also include digital touchpoints through which consumers can browse and shop on Saks.com. Like Nike, the experience includes experiential opportunities where consumers can post on Instagram, as well as enjoy local ice cream and complimentary Saks-branded dog treats.
[Read more: Saks' Shopper Survey Finds Consumers are Spending on Luxury]
To launch the pop-up, Saks will be hosting a VIP Weekend in Aspen with influencers and top clients from Thursday, July 21 to Sunday, July 24.
Experiences will include private shopping appointments at the Saks Aspen Pop-Up, horseback riding, yoga, spa treatments, special gifting moments, and more. The weekend will kick off with a welcome party at Casa Tua Aspen, co-hosted by Saks’ CEO Marc Metrick and actress Zoey Deutch. Throughout the weekend, attendees can expect experiences such as a mountaintop picnic and an intimate dinner with jewelry designer Anita Ko.
Alongside the in-person weekend festivities will be a virtual event on Saks Live, held on July 22 at 11 a.m. Consumers can tune in for a behind-the-scenes look at the pop-up and insights on merchandise.
"We are excited to bring the Saks experience to life in Aspen for the first time through this immersive pop-up shopping destination," said Marc Metrick, CEO of Saks. "The Saks Aspen Pop-Up serves as a physical representation of our industry-leading digital platform, combining an expertly curated assortment of luxury fashion and the highly personalized customer service for which we are known.”
“At Saks, we believe it is crucial to continue connecting with our customers through unique and intimate experiences that bridge the gap between our digital and physical offerings,” Metrick added. “We are committed to showing the full potential of Saks' redefined luxury shopping ecosystem as we continue to evolve our business model for the future."
