The Nike+ FuelStation opened at Boxpark, 2-4 Bethnal Green Road in Shoreditch, London, in March 2012, the first store of its kind. It was built around the Nike+ FuelBand, with a NIKEiD Studio on the floor above. Dezeen reported that it was designed entirely in-house by the Nike Brand Design team. We made it internally, Nike Brand Design EMEA with Nike Running, and Nike Brand Design briefed and creative directed the outside agencies, including AKQA and Onformative.

Why it looks like this

Portland, then the future. Nike said the store blended futuristic interior design with features drawn from its first store, opened in Portland in 1973. Dezeen reported wall panels with LCD countdown numbers referencing that store, alongside motion-sensing LED walls that showed shoppers their own reflections.

A store that measures you. Dezeen listed a digitized treadmill for gait analysis, touchscreens for product information and purchase, augmented-reality product tools, and “digital mannequins” showing local runners in store product. A weekly free running club gave members physio and nutritionist consultations.

Nike is changing the face of retail with the opening of Nike+ FuelStation at Boxpark.

Andy Walker, global creative director, Nike, source

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