Nike House of Innovation Paris.
Interactive flagship experience that blends innovation, technology, and brand culture across four dynamic floors.
Information |
NIKE | 2020
Paris, France.
Immersive room 6x6 meters, 240-degree 10 megapixel projection canvas, Auto warping & blending system, Control system
Introduction
How do you reimagine retail as a fully immersive, digitally driven experience? Nike opened its House of Innovation on the Champs-Élysées in Paris and chose The Storytelling Company to help create its virtual store environment using our immersive room technology.
Challenges
Nike’s ambition was clear: to elevate its most advanced retail concept yet into a destination that blends brand storytelling, community, technology, and commerce. The space needed to be modular, adaptable, and able to host changing “pop-up” activations tied to product launches, digital services, athlete campaigns, and real-time sports events. It all had to be seamless and engaging, for both global brand fans and major business clients
Solution
Working within the massive four-floor, 2,400 m² flagship, TSC integrated our modular immersive room into Nike’s flagship retail framework. We installed a flexible projection matrix paired with immersive laser-touch surfaces to create interactive zones, ideal for pop-up product showcases like the Air Max DN8, speed-testing pods, or exclusive digital product experiences.
Nike’s store features multiple immersive elements, like a “Mission Control” wall at the entrance, connecting visitors to the wider Nike community, member benefits, and digital services such as Buy. The space immersive space remained modular so it could be refreshed monthly to align with new campaigns, athlete storytelling, or emerging technologies .
Result
The Paris flagship became Nike’s most digitally immersive and connected store in the world. Customers now enter not just a shop but a living brand ecosystem, where athletics, culture, technology, and storytelling intersect. The modular immersive room proved powerful for sport-oriented pop-ups, digital outfitting, and cutting-edge retail theatre, from high-speed testing zones to interactive product launches.
Nike and its global brand community now get a dynamic retail stage. This supports direct-to-consumer growth with innovative, personal experiences that reinforce Nike’s leadership in retail transformation
Ready to transform your space into an immersive brand destination?
Let’s combine technology, storytelling, and modular design to create experiences people remember and return to.