On Friday of the week before last, NIKE inaugurated their newest concept store in Seoul. The store is located in the Hongdae neighborhood of Seoul, South Korea, and offers a creative and immersive shopping experience for athletic apparel and footwear.
Hongdae is well-known for its world-class nightlife, fashion and retail, cuisine, and music scenes. The neighborhood has recently welcomed its newest addition, Nike Style, which also contains Nike Rise, an experience that combines digital and physical forms of creative content
Customers will be able to participate in the XR experience thanks to a specialized content studio that supports social media channels and provides tools for immersive studios. This studio is designed for customers, creative content creators, and product designers.
Nike noted that the Nike Style experience also incorporates QR codes, which allow visitors to activate augmented reality (AR) experiences on the company’s products and art installations. Additionally, visitors can explore gender-neutral clothing designs across the product spectrum.
The company, which has its headquarters in Beaverton, Oregon, has announced that its new Style door will provide Nike Members with access to Nike By You workshops and SNKRS Lounge events. Additionally, the Style program intends to expand internationally and in South Korea; additional doors are scheduled to open in Shanghai later in the fall, and additional countries will be added in the near future.
The announcement comes only a few short months after Nike successfully obtained RTFKT to build hyperrealistic non-fungible tokens with the intention of boosting the fashion sector with immersive clothes and technologies.
The sportswear giant also presented its NIKELAND metaverse space during the event, which aims to connect with customers, designers, and enthusiasts for the purpose of exploring promotions, receiving updates, sharing creative content, and engaging with new product innovations in a virtual world that is hosted by ROBLOX.
To promote NFTs, limited-edition product releases, and social engagement initiatives, among many other things, more athletic companies like Timberland, Adidas, and Under Armour have also developed their very own metaverse platforms.