Nike has inaugurated its flagship store in New York City, dubbed as “House of Innovation 000.” The six-level space, including a below-street-level floor, covers around 68,000 square feet on the corner of Fifth Avenue and 52nd Street. The store has been designed to offer services that are highly customizable and effortlessly smart and seamless, Nike said. Two maker's studios allow customers to add individual touches before they leave the store. At the Nike Arena, on the ground floor, the brand will showcase core pieces from its seasonal collections. The tiles on the Arena can be rearranged to host new spaces and configurations as the selection evolves. Among its various digital options, the store offers a “Shop The Look” feature, through which customers can scan a code on an in-store mannequin, browse every item the mannequin is wearing, check to see if specific sizes are available in-store, and finally request for a store athlete to deliver the items to a fitting room. Also, Nike Instant Checkout stations, which enable skipping the lines and check out from within the Nike App, are available throughout the store.

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