Nike has opened the second location of its Nike Live concept, which it launched last year in Guangzhou, China, in the South Korean capital of Seoul. The 24,000-sq.-ft. store bridges digital and physical retail to create immersive store experiences, with a design identity that reflects its host city.

The store’s layout blends a sense of personal exploration with localized digital services. The new Nike is the company’s first location with an “insider track” table. The interactive footwear comparison tool uses an electromagnetic reader to identify a product’s unique inventory number and bring up helpful information between two different styles.

Other highlights include a “city replace” zone where shoppers can find an assortment of hyperlocal Seoul products. The area also features a repair station where customers can repair old or worn Nike products and customize the same.  

e women’s apparel offering, on the second floor, features digital signage that reads across the walls. The signage provides product information. 

Nike Rise is the latest concept in Nike’s brick-and-mortar portfolio, which includes Nike Live and House of Innovation.

The women’s apparel offering, on the second floor, features digital signage that reads across the walls. The signage provides product information. 

Nike Rise is the latest concept in Nike’s brick-and-mortar portfolio, which includes Nike Live and House of Innovation.