First Nike Style concept store opens in South Korea

It is located in Hongdae in the capital Seoul.

Sportswear company Nike opened the first-ever Nike Style concept store globally in Seoul in South Korea, featuring digital-physical spaces for consumers to create their personal style.

Located in Hongdae, Nike Style offers gender-agnostic zones for fleece, tops, footwear, accessories and other style-led collections, aside from seasonal products and curate collections resonant to the area.

“With the Style retail concept, Nike helps broaden the aperture of sport retail culture by continuing to blend physical and digital experiences,” Nike said in a statement.

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Nike said QR codes in the store offer augmented reality experiences that are related to product innovation and the surrounding art installations. The store also offers other community experiences like the Nike By You workshops and SNKRS Lounge events for Nike members.

It added that the store features a content studio for local creatives, product experts and shoppers to create content on their social media channels with customisable backdrops.

Nike Style will open its second store in Shanghai in Fall 2022 and eventually expand to other countries in the future, it said.