With the London Olympics fast approaching, Selfridges London and sports giant Nike have teamed up to create the Nike House of Innovation. Situated in the store’s Ultralounge, it allows customers to trial the latest Nike cutting-edge technology, purchase special-edition lifestyle sports collections and attend free events and seminars with sporting figures and Nike designers.
The House of Innovation, which is open until 12 August, is split into five distinctive zones. The Nike+ FuelBand focal point is where shoppers can test and purchase Nike’s latest innovation – an interactive wristband designed to motivate and inspire users by tracking their movement throughout the day. Nike Flyknit is a dedicated space revealing a revolutionary new range of lightweight, environmentally friendly running shoes, created using unique yarns and techniques. Other areas include the Nike Lunarlon+ Experience where shoppers can test shoes via an interactive video game, showcased on LCD screens. The Federation Uniforms zone displays the Nike Track and Field range, which will be worn by a selection of the world’s finest athletes in London this summer. And, last but not least, a boutique-style area stocks the full range of NSW Made in Italy lifestyle footwear and apparel. What better way to get into the sporting spirit than by paying a visit to this unique new space?
Selfridges, 400 Oxford Street, London W1A 1AB, 0800 123400 (UK), +44 (0)113 369 8040 (international)