The Nike Sneaker Lab is a cross-category destination for the footwear-obsessed. Credit: Business Wire.

Sports lifestyle retailer NIKE has opened a new Nike NYC House of Innovation concept store at 650 Fifth Ave. in New York City.

Located in a 68,000ft2 of space, the six-level, cross-category store is powered by digital commerce data and inspired by the company’s latest retail concept Nike Live.

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The ground floor of the store features the new Nike Speed Shop, which offers on-the-go access to the products.

The Nike Sneaker Bar allows customers to choose from curated NYC favourites and seasonal picks. Using the Nike App, visitors can reserve items and pick them in the Speed Shop digital lockers.

Nike Sneaker Lab on the fourth floor offers a range of seasonal footwear from across the globe.

The fifth-floor of the store features the Nike Expert Studio to offer personalised service to NikePlus members including bookable sessions with Nike Experts as well as access to seasonally exclusive products through the Nike by You Studio.

“Nike NYC is designed to be a dynamic store environment that is just as personal and responsive as digital.”

Nike Direct president Heidi O’Neill said: “Nike NYC is designed to be a dynamic store environment that is just as personal and responsive as digital. This premium destination gives consumers an authentic, immersive and human connection to the Nike Brand.”

In addition, the Nike NYC store uses the Nike App to offer digital services enabling customers to discover, learn and find the products.

Customers can also benefit from the Nike App in-store features such as Nike Shop the Look, Nike Instant Checkout and the Nike Scan to Try allows customers to instantly shop in-store displays, checkout in-store or request to try-on items.

Nike Shop the Look allows customers to scan a QR code on an in-store mannequin to explore every single item on the mannequin for different sizes and colours, and request for select products to be sent to a fitting room.

The entrance to the store, Nike Arena, features the Team Nike Service Desk to support customers in their shopping, as well as a custom-designed installation, Sport Beacon.