Nike launch House of Innovation at Selfridges UltraLounge

Today saw the opening of Nike’s House of Innovation at Selfridges’ UltraLounge space.

It’s not the first time that Nike have taken over this underground area of Selfridges on Oxford Street, with the “Live For The Game” pop-up space back in June last year and the Nike Stadium the year before that. This year, Nike pay tribute to the “Summer of Sport”, which has to be one of the best non-branded descriptions of the Olympics I’ve heard yet.

Aimed at the style conscious, digitally connected athlete, the House of Innovation is an area that displays what Nike do best of all; innovation in sports technology. At the heart of the space is a focus on the Nike+ FuelBand, where people can try out the latest piece of Nike’s technological crusade to healthiness before they buy one (which they should). The screen shown below at the NikeFuel point displays animations that react to human movement, much like those found in the FuelStation at Boxpark.

Flyknit is the next technology to be showcased in the House of Innovation, and rightfully so. If you aren’t familiar with FlyKnit yet, I strongly suggest you get familiar by reading our very enthusiastic post about it’s launch back in February. To display the entire FlyKnit collection Nike have created a space within this space that appears to be knitted itself. Something that sounds pretty crazy and very fitting for this futuristic approach to running footwear.

Lastly, Nike pay homage to their brand new Lunarlon+ range of digitally enabled basketball, running and training footwear with the Lunarlon+ Experience. The House of Innovation is going to be one of very few places to stock the Lunarlon+ range, so Nike have taken the opportunity to create a space where you can get down and dirty with these crazy new shoes. The Lunarlon+ Experience is a collection of giant LCD screens that host a video game style experience where you can try on and try out the shoes for yourself. Having seen them in action recently, it takes interaction between your footwear and your mobile technology to a whole new level. Trust us when we say these are worth playing with.

Aside the aforementioned technologies on display, the House of Innovation also stocks the NSW ‘Made in Italy’ Collection as well as displaying some of the Nike Track & Field product that will be worn by some of the top athletes this Summer, including the Pro Turbospeed suit, which is made from an average of 13 recycled bottles.

It’s always exciting to see what Nike do with the UltraLounge around this time of year, because they never hold back. However, this year stands out for us as there seems to be much more focus on people being able to try out the technologies for themselves before they make their mind up. It’s an open approach from the brand and should lead to a lot of fun.

The Nike House of Innovation will be open until August 12th and can be found in the Selfridges UltraLounge (entrance on Oxford Street).

Photography: Katrien Franken

Alex Synamatix

One of three co-founders at THE DAILY STREET, Alex is our Editor-in-Chief, overseeing all TDS activity. Outside of TDS, Alex is a respected creative in his own right, from art directing club nights (comm•une) to consulting for some of the largest global brands.

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  • fiyahbun

    that running trainer design in insane,nike never fail to impress