Nike iD London Studio

Challenging the traditional #sports store layout, with men’s and women’s in different sides of the same floor, Nike Town London dedicates one floor in its new building just for women. A gender-based approach to #visual merchandising.

Nike Town London, a sprawling store that practically requires a compass and snacks to navigate, was relaunching with a women’s only floor. Tennis, yoga, Sportswear and snowboarding gear is all on offer, along with a gait analysis machine, and Nike ID studio.

Clothes are arranged with room to breath, and sections are clearly labelled so you can tell your downward dog outfits from your over arm serve ones. Knowing what floor to head to once you’ve plucked up the courage to enter the mouth of Nike Town London makes what can be an intimidating shopping experience, a veritable breeze.

 

Excerpted from: Nike iD London Studio » Retail Design Blog