Los Angeles
Client:
Nike
Project:
Nike Melrose

We Made the First Live Concept Store for Sports Retail’s Hottest Player

Nike by Melrose

Powered by proprietary digital commerce data, Nike By Melrose was designed as a retail hub for its local Nike members, with speed and convenience at the forefront. As part of the ultimate shopping experience, the Nike app at retail unlocked a new feature set with digitally-led service offerings including buy online/pick-up in store, curbside returns + exchanges and member profile-specific shopping. For the first time ever, Nike utilized buying patterns and app usage data to keep the store stocked with LA-specific styles. Additionally, the store includes NikePlus member perks like free gear at the digital vending machine and 30-minute one-to-one personal styling sessions. Optimist partnered with Nike’s Retail Innovation team to concept, design and build this innovative, consumer-focused retail concept.

"Combining digital features with a unique physical environment to create the future of Nike retail.”

— Heidi O'Neill, President of Nike Direct

1ST

NIKE LIVE STORE

4K+

SQ FT OF RETAIL SPACE

10K+

SNEAKER HEADS SERVED

"Nike Live shows physical retail is far from dead."

— Forbes

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