With China on route to become the world's largest market for sportswear, Nike is utilizing this vast consumer base as a launch pad for new retail concepts. With its so-called "New Retail Series" initiative in place, Nike opened the first of such storefront back in July with the X158 Retail Concept on Shanghai's trendy Xinle Lu (or Xinle Road). More recently, Nike went on to open a second retail concept in Shanghai as well, which it designate as the Nike Kicks Lounge.
While not a stand alone boutique like the Nike X158, architects and designers went about the Kicks Lounge's initial design phase like it was one. Thus, the visual reference of an old school gymnasium at first glance. Created to be perfectly flexible, the product displays can be swap in or out easily. This is especially helpful considering the Nike Kicks Lounge will be highlighting many limited Quickstrick goods and related products. But the real centerpiece of the store is towards the back where a new storage system sits. Enclosed in glass and painted in Nike's signature Total Orange colorway, the mobile shelving unit allows consumers to see the inventory. It also gives a sense of transparency to the entire purchasing process, from start to finish.
You will find the new Nike Kicks Lounge in Shanghai's iAPM Mall on No. 999 Huaihai Middle Road
Nike Kicks Lounge
5th Floor, No. 999 Huaihai Middle Lu | Map