Nike House of Innovation at Selfridges, London

on 15/7/12

With the London Olympic Games only a few weeks away it is not surprising that Selfridges London and Nike have decided to mark the summer of sport with a stunning experiential retail space designed for today’s style savvy, digitally connected athlete called 'Nike House of Innovation'.

_{Nike House of Innovation at Selfridges}

From 6 July to 12 August, the Ultralounge on LG becomes a futuristic space combining the best physical and digital experiences, allowing Selfridge's customers to trial and buy the latest digitally enabled Nike products as well as limited edition sports inspired lifestyle collections. Inspired by the Nike+ FuelBand, the Nike House of Innovation at Selfridges will be split into several distinctive zones, featuring interactive experiences designed to encourage and reward movement.

_{Nike House of Innovation at Selfridges}

The Nike+ FuelBand is an innovative wristband that tracks movement throughout the day, designed to motivate and inspire users to be more active. This is the central focal point of the Nike House of Innovation; where visitors are able to step inside & try the Nike+ FuelBand for themselves and experience animations that react to human movement to create an impactful, ever changing display.

_{Nike+ FuelBand}

The Nike House of Innovation at Selfridges will be one of a select number of UK stockists of the hotly anticipated NIKE+ range of digitally enabled basketball, training and running shoes for men and women – revolutionary shoes that allow athletes to measure their performance via interactive mobile applications. Visitors to the Nike Lunarlon+ Experience can trial the shoes via an immersive, video game-style experience on giant LCD screens.

_{Nike Lunar Shoes}

Added to this the Nike Flyknit range of running shoes will be showcased in a dedicated space, designed to appear as though it has been knitted. Nike Flyknit running footwear features a revolutionary knitted upper using yarns that are precisely engineered to create a lightweight, form-fitting and virtually seamless upper designed to deliver great performance whilst reducing material waste.

_{Nike Flyknit}

Continuing the sustainable theme Nike's NSW 'Made in Italy' collection takes sportswear to a luxury new level. Made from the finest fabrics in some of Italy's most prestigious factories, these sportswear pieces are the ultimate in comfort, design and functionality. So reclaimed wood clashes with industrial concrete to frame the NSW Pinnacle Collection of lifestyle footwear and apparel. The boutique-like area is inspired by the premium heritage tone of the collection.

_{Nike NSW Range at Selfridges}

Lastly customers are able to see a selection of the Nike Track & Field range that will be worn by the world’s top athletes in London this summer, including the Nike Pro Turbospeed suit. Created using fabric made from an average of 13 recycled bottles, it’s the lightest, fastest track uniform Nike has ever built.

_{Nike Track & Field Range}

Anita Barr, Director of Menswear at Selfridges, comments: “In what promises to be one of the most exciting years for London in history, our teams are working hard to ensure that the NIKE House of Innovation at Selfridges offers an inspiring experience for our shoppers, who come to us expecting to find something they’ve never seen before. Through cutting-edge technology, interactive customer experiences and a unique product offering from the world’s premier sports brand - the experience in the Ultralounge will absolutely deliver that.”

The NIKE House of Innovation at Selfridges will also celebrate the culture and style of sporting innovation with a regular programme of free events and seminars featuring appearances from athletes, Nike designers and some of London’s most influential creative figures.

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