Nike Style, Nike’s newest retail experience, is opening in Seoul on July 15. The new retail concept – part retail and part creative studio – is meant to epitomize “a remixed expression of sports retail culture that blurs the line between physical and digital,” said the brand. The store is located in Seoul’s Hongdae neighborhood, known for its music, art, dance and fashion culture, and surrounded by local shops, clubs and entertainment. It will serve “a distinct sport lifestyle audience through the lens of style,” from which the name of the concept itself is derived. QR codes throughout the store offer consumers augmented reality experiences related to product innovation and the surrounding art installations. Furthermore, the Style store delivers other community experiences like Nike By You workshops and SNKRS Lounge events for Nike members, celebrating local sneaker culture. This is not the first time that Nike has introduced innovative retail experiences in Seoul. The South Korean capital city previously hosted the launch of Nike Rise, an immersive store experience that is obtained by bridging digital and physical. A second Nike Style store is scheduled for opening in Shanghai this coming autumn. After South Korea and China, the Nike Style concept will then expand into other countries in the future, the company announced.
