Nike Style XR Concept Store opens in Seoul

NIKE unveiled its latest concept store in Seoul on Friday last week, opening up South Korea’s Hongdae district to a new, immersive shopping experience for sportswear and sneakers.

Known for its world-class nightlife, fashion and shopping, food and music scenes, Hongdae has received its latest addition to the neighborhood: Nike Style, which also offers Nike Rise, a mixed reality (MR) experience with digital and physical creative content. .

Buyers can join the XR experience with a content studio tailored for creative content producers, customers and product designers, with support for social media channels and immersive studio tools.

Product areas are gender-neutral, so consumers can shop freely based on their personal fit and style preferences, regardless of gender or height. PHOTO: Nike

Nike explained that Nike Style also incorporates QR codes, where visitors can unlock augmented reality (AR) experiences on the company’s products and art installations, as well as explore gender-neutral clothing designs through the range of products.

The Beaverton, Oregon-based company has added its Style Gate offering Nike By You workshops and SNKRS Lounge events to Nike members, and the Style program plans to expand globally and into South Korea. , with more doors opening in Shanghai later in the fall and in other countries. the future.

The news comes just months after Nike secured RTFKT to develop non-fungible hyper-realistic tokens to energize the fashion industry with immersive apparel and technology.

The sportswear giant also unveiled its NIKELAND metaverse space which aims to connect with customers, designers and enthusiasts to explore promotions, receive updates, share creative content and engage with new innovations. of products in the virtual world hosted by ROBLOX.

Other activewear companies such as Timberland, Adidas and Under Armor have also launched their own metaverse platforms to market NFTs, limited edition product deliveries and social engagement campaigns, among others.

James T. Quintero