Nike has never been a company to shy away from innovation and the new Nike by Melrose concept store shows Nike's commitment towards technological integration. Located on Melrose Avenue in Los Angeles, this new concept store was designed completely by data on how people from the area interact with Nike. This data was also used to determine the products carried at the store and this data will also be taken into heavy consideration when rolling out new products to this location.
In an attempt to further blur the line between physical and digital, the Nike by Melrose store will also feature seamless integration with the Nike Plus app on shoppers' phones. This integration allows for an increased level of convenience but also adds an increased layer of personalization.
Image Credit: Nike