• Thesis

The Talk: Nike, House of Innovation at Selfridges

Updated: Nov 8, 2018

Selfridges and Nike have launched a stunning experiential retail space designed for today’s style savvy, digitally connected athlete. From July 6 to August 12, the famous Oxford Street store in London is host to the NIKE House of Innovation at Selfridges – a futuristic space combining the best physical and digital experiences to enable and inspire everyday athletes to be the best that they can be.

The cutting-edge space allows people to trial and buy the latest digitally enabled Nike products and also stocks limited edition sports inspired lifestyle collections. Inspired by the Nike+ FuelBand, the NIKE House of Innovation at Selfridges is split into several distinctive zones, featuring interactive experiences designed to encourage and reward movement.

The NIKE House of Innovation at Selfridges is also about celebrating the culture and style of sporting innovation with a regular programme of free events, including Friday Night Fuel Sessions powered by Beats By Dre featuring live DJ performances alongside Fuel battles from cocktail making to dancing. The NIKE House of Innovation at Selfridges is open daily at the Selfridges Ultralounge, lower ground floor, Oxford Street, London.

The Wrap

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