Boxpark space is ‘the future of Nike retail’

Nike is opening its first-ever Nike+ Fuelstation outlet at east London retail development Boxpark.

The Nike+ Fuelstation

Designed in-house by the Nike brand design team in The Netherlands, the new space ‘mixes the human and the digital world’, according to Andy Walker, global design director at Nike.

Nike describes the project as ‘the future of Nike retail’, adding, ‘It’s unlike any other Nike store – we’re changing the way we do retail.’

The Fuelstation, which is installed across nine Boxpark crates, features augmented reality, interactive information screens and digital mannequins. Walker says, ‘It’s super-rich in interactions in a small physical space.’

The space uses materials including concrete and wooden bleachers

The entrance area features a wall that starts out coloured red, changing to green as visitors walk past – reflecting the Nike Fuelband, which changes from red to green as the wearer exercises.

Further into the store is an area which uses Kinect technology to create an avatar ‘portrait’ of the visitor, which can then be uploaded to social media. There are also iPads and digital mannequin ‘mirrors’, in which digital characters model clothes.

There is space for a running consultant and a physio, while the upper level features further Nike products.

Walker says, ‘It’s not a traditional retail space – it’s more of a brand showcase, and it also works as a community hub.’ The space will be a meeting place for Nike running clubs.

Kinect technology is used to create digital avatars

Walker says, ‘When you’re designing in digital it can sometimes feel quite cold. The team did a lot of background work so that, for example, where there are screens there is always a human element.

‘We also used warm materials like wood bleachers to try to stop the space feeling cold.’

The Nike+ Fuelstation opens next week.

Hide Comments (9)Show Comments (9)
  • Emily Parkinson November 30, -0001 at 12:00 am


  • neil November 30, -0001 at 12:00 am

    went there yesterday and it’s fit!

  • Tom November 30, -0001 at 12:00 am

    Looks like a nasty westend nightclub.

  • sn November 30, -0001 at 12:00 am

    good to see nike embracing the + tech in store, but design looks cold despite timber walls

  • Faye November 30, -0001 at 12:00 am

    Definately the future of retail. Amazing and unusual shopping experience!… Everyone should check it out

  • HATTI RAY PIERS November 30, -0001 at 12:00 am


  • Mediaocrity November 30, -0001 at 12:00 am

    is the same boxpark that was ‘yawn’ passionate about attracting young groovy boutique independent brands to create a unique bespoke retail experience in the pop up park. Hoxfield, Shorewater, or perhaps sadly AnchorBrand.

  • Emma spencer November 30, -0001 at 12:00 am

    Looks amazing! Love the use of the traditional and tech materials. The detail is immense when you walk through the space.

  • Susana Correia November 30, -0001 at 12:00 am

    It’s just amazing! My favourite place to buy used to be nike town in London – they are so good advising me the right shoes for running – and now I have one place closer! Love it!

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