The Nike House of Innovation at Selfridges London

— 6 July 2012

The NIKE House of Innovation at Selfridges

Selfridges London and Nike are marking the summer of sport with the NIKE House of Innovation at Selfridges, a stunning experiential retail space designed for today’s style savvy, digitally connected athlete.

From 6 July to 12 August, the Ultralounge on LG becomes a futuristic space combining the best physical and digital experiences, allowing you to trial and buy the latest digitally enabled Nike products as well as limited edition sports inspired lifestyle collections. Inspired by the Nike+ FuelBand, the NIKE House of Innovation at Selfridges will be split into several distinctive zones, featuring interactive experiences designed to encourage and reward movement.

Nike+ FuelBand

The NIKE+ FuelBand is an innovative wristband that tracks movement throughout the day, designed to motivate and inspire users to be more active. This is the central focal point of the NIKE House of Innovation; step inside to try the NIKE+ FuelBand for yourself and experience animations that react to human movement to create an impactful, ever changing display.

Nike Lunarlon+ Experience

The NIKE House of Innovation at Selfridges will be one of a select number of UK stockists of the hotly anticipated NIKE+ range of digitally enabled basketball, training and running shoes for men and women – revolutionary shoes that allow athletes to measure their performance via interactive mobile applications. Visitors to the Nike Lunarlon+ Experience can trial the shoes via an immersive, video game-style experience on giant LCD screens.


Nike Flyknit

The Nike Flyknit range of running shoes will be showcased in a dedicated space, designed to appear as though it has been knitted. Nike Flyknit running footwear features a revolutionary knitted upper using yarns that are precisely engineered to create a lightweight, form-fitting and virtually seamless upper designed to deliver great performance whilst reducing material waste.


NSW ‘Made in Italy’ Collection

Reclaimed wood clashes with industrial concrete to frame the NSW Pinnacle Collection of lifestyle footwear and apparel. The boutique-like area is inspired by the premium heritage tone of the collection.


Federation Uniforms

Here you’ll be able to see a selection of the Nike Track & Field range that will be worn by the world’s top athletes in London this summer, including the Nike Pro Turbospeed suit. Created using fabric made from an average of 13 recycled bottles, it’s the lightest, fastest track uniform Nike has ever built.


Anita Barr, Director of Menswear at Selfridges, comments: “In what promises to be one of the most exciting years for London in history, our teams are working hard to ensure that the NIKE House of Innovation at Selfridges offers an inspiring experience for our shoppers, who come to us expecting to find something they’ve never seen before. Through cutting-edge technology, interactive customer experiences and a unique product offering from the world’s premier sports brand - the experience in the Ultralounge will absolutely deliver that.

The NIKE House of Innovation at Selfridges will also celebrate the culture and style of sporting innovation with a regular programme of free events and seminars featuring appearances from athletes, Nike designers and some of London’s most influential creative figures. Join us every Friday evening for a Fuel Session, powered by Beats By Dre and featuring a new guest DJs each week.

Join us every Saturday 10am - 6pm when DJ Magdi Fernandes will be providing the NIKE House of Innovation soundtrack.

The NIKE House of Innovation at Selfridges is open daily from 6 July to 12 August at the Selfridges Ultralounge on LG.

Shop NIKE House of Innovation online now.