Nike’s new Los Angeles storefront is just for NikePlus members. Seriously. So unless you have the secret password like the 5-year old Cardi B meme suggests…you probably won’t be shopping there. But here’s just a glimpse inside the store and a rundown of what exactly this all means. Having opened its doors last Thursday, the shop is the product of research by the Nike team based on the behaviors of local NikePlus members; delivering an experience tailored to Los Angeles, just for the residents of Los Angeles.
“We’re thrilled to be opening up Nike by Melrose and bringing the best of Nike products and offerings selected for this community. As well as being the first Nike Live destination, we will also test services that can then roll out to other Nike stores, combining digital features with a unique physical environment to create the future of Nike retail,” – Heidi O’Neill, President of Nike Direct
Fusing the traditional in-store experience with a pop-up shop vibe, the shop features a waiting lounge, sneaker bar, NikePlus member reservation pick-up station where you can use your membership to redeem an in-store purchase but also try on product as well. And there is even curbside service.
In addition to these service offerings, Nike by Melrose will be enabled with several of the services from the Nike App at Retail feature set, including Retail Home, NikePlus Unlocks and Nike Scan.
Nike by Melrose is the first Nike Live concept store built for and inspired by local NikePlus members. More neighborhood-specific locations will open in cities around the globe, including Tokyo, next spring and beyond.