On July 30, Nike is opening House of Innovation 002 – actually its third such flagship in the world, after those in New York and Shanghai – on the Champs-Élysées in Paris. Four floors high and 2,400 square meters in area, it is set to become Nike’s “largest, most digitally connected and immersive retail concept in the world,” according to Heidi O’Neill, president of Consumer and Marketplace. The entrance has the first Mission Control wall at a flagship, to announce benefits and activations. The Sneaker Lab will have one of Europe’s largest selections of Nike footwear, while the second floor will have Nike’s “biggest, most diverse product range for women and girls to date,” including Nike Victory Swim full-body coverage and Nike Pro Hijab collections. Bra Fit by Nike Fit will allow shoppers to enter their bra size into Nike Fit or walk through a self-guided assessment to receive a recommendation and save it for future reference. A Kids Pod will offer virtual gaming. Nike members will be able to book a Nike by You or Expert session by Swoosh Text, a service available through SMS or WhatsApp that also notifies members when their custom Nike products are ready. The in-store Nike App services will include Buy Online, Reserve in Store, Nike Scan to Learn, Nike Scan to Try and Nike Shop the Look. Nike has incorporated about 85,000 kg of “sustainable material” into the store’s design and fixtures and will be drawing its electricity from the Iberdrola wind farm in Spain.