Have I Been Experienced... Part 2:

I was curious and a bit apprehensive too about how some of the largest brands in the world (e.g. Apple, Google & Nike) find a home in small neighborhood communities like mine.

On first impressions Nike WIlliamsburg’s colorful exterior mural makes the building look like a neighborhood community center (minus the massive illuminated swoosh). As soon as I entered the store Rieza met me and checked in to see how I was doing - which felt genuine, authentic and low pressure. Thanks to her my first impressions were welcoming and friendly. I asked her the following questions:

1. What's your "Brand/Store" Experience?

The Brand/Store “experience” is focused on “family and community” offering an informative and comfortable sales experience of footwear, apparel, equipment, accessories, and services.?

The products are displayed in sections for Men and Woman in separate activity categories. The sneaker section is located on the top floor.?

2.?What's your policy on sustainability??

“For Nike, diversity is about acknowledging and valuing our differences and appreciating that everyone brings unique experiences, perspectives and ideas to the team.”

Through the Supplier Climate Action Program, Nike ensures their suppliers and manufacturers are committed to their goal of carbon neutrality by 2025.

3.?Do you have in-store events?

Yes, the store has community and promotional events such as the Runners Club and partnerships with other local retailers such as Glossier for community events.

Even though Nike Williamsburg has none of the innovation lab and immersive "interactive" or customization experiences offered at their 5th Avenue flagship location (I don't think I saw a single flat panel display) - it does have a deliberate "low-key" neighborhood vibe, similar to a Mom and Pop experience which is really the point. This international brand juggernaut has paired itself down to meet the needs of the neighborhood and community.

I wasn't expecting to enjoy my experience at Nike Williamsburg - however it was both informative and enjoyable. Nike's strategy for design and planning adapted the "Nike Experience" to the community and the environment proving that successful innovation doesn't have to be all digital and include an obligatory [fully immersive experiential plastic ball pit!]

Next design dialogue: Have I Been Experienced Part 3. My visit to Madewell, Mejuri and Lululemon.