1 Notes
Different retail
Retail is going through an amazing transformation right now. As consumer spending continues to migrate away from the street and onto the web, some retailers are really stepping up their game. Despite the utilitarian nature of the product, Apple still sell most of their ipods through their retail stores rather than their website.
One retail pioneer that has been pushing boundaries for a long time is Nike. The loss-making brand-affirming behemoth stores on Oxford Street and W57th Street are rich studies in what it means to be a brand that matters today. Bringing distinct sub-brands and product concepts together within a singularly focused brand environment is a tough objective to meet and I think Nike do it better than anyone.
Every once in a while store comes along that just blows your mind, so I guess it should not have been a surprise when I found out that the store above was the latest in the Nike arsenal. Its the touches that really matter with retail, and this store is full of them. I recommend clicking on the link and checking out the guided tour. The highlight for me has to be the sneaker chandelier that dominates the central staircase. Great concept and flawless execution.
