Unveiling the Sleek New Women's Floor in Nike Town

If you’ve been into Nike’s flagship London store in the last three months, you may have noticed a whole floor missing. The top floor, usually reserved for the women’s collection, has been under construction but it’s back, it’s bigger and it’s much, much better…


The space is much super light and airy – and 30% bigger!


First impressions were good – you don’t realise just how dark and cramped the space previously felt until walking into the new floor. Now filled with natural light, the space is also literally 30% bigger thanks to the way the floor has been designed, including higher ceilings.

The design of the space is fitting for the pioneering concepts it’s introducing; the connection between tech and retail spaces often feels clunky in practice, but Nike have been working hard to create a seamless link between Nike’s digital and physical platforms.

“With the incredible momentum in women’s sport right now, the re-designed space is just another demonstration of Nike’s commitment to inspiring and serving the female athlete”, says Sarah Hannah, Nike’s GM/VP for Women in EMEA. “This is more than a shopping experience, it’s a destination to celebrate sport just in time for an incredible summer of football, netball, athletics and more.”


The whole floor revolves around a central shoe section


Shoppable looks

Holographic fitting rooms for a futuristic experience

So what are some of these concepts? First up, there’s an Expert Studio offering exclusive 1:1 services for NikePlus Members such as personal styling and shopping advice, access to sessions with Nike Trainers or Nike+ Run Club coaches, legging adjustments, bra fitting and customisation services. A Nike Concierge Service is available to deliver products anywhere within the city on the same day. But Nike Expert Sessions are not just for individuals – sports teams can also make an appointment for a tailored experience, covering everything from footwear trialling, apparel educations and customisation services across various team sports including the ability to design their own on-pitch kit.

The centralised footwear zone is encased with digital LED curtains to bring product and athlete storytelling to life in the retail space with localized content at the forefront to help inspire and connect with the consumer through meaningful content.

The national football kit is naturally a current focus for the floor


Plus size and para-sport mannequins feature in the space


For the busy Londoner, Nike are also making it smoother to shop. There’s no rails and rails of clothes for you to battle through to try and find your size. Instead, you can scan NikePlus Members can use the Nike App to ‘shop the look’ featured on mannequins, helping to swiftly secure the product of you want in the colour and size you need.

Our favourite bit? The new mannequins which include a plus size model and a para-sport mannequin with running blade. Plus, para-athletes can have their kit adjusted at the space to fit them properly.

It’s really the floor we’ve all been waiting for – we just didn’t know it yet.