Sportswear giant Nike opens its third House of Innovation store in Paris today, July 30, with the aim of showcasing its “best innovations, athlete storytelling and experiences” with an immersive and digitally-powered end-to-end consumer journey.

Located at 79 Avenue des Champs-Élysées, this mark’s Nike’s first House of Innovation store in Europe, adding to its predecessors in New York and Shanghai.

Called House of Innovation 002, the flagship spans four floors and nearly 26,000 square foot and has been inspired by the 1928 design of the building, as well as its legacy of being used as a multi-use space, as it has housed a car showroom, movie production studio and even a nightclub.

The flagship has dedicated areas for men, women and children, as well as one of the largest assortments of Nike footwear in Europe, and features a modular store layout that the brand explained will be “consistently updated” and there will be exclusive member opportunities, such as booking a Nike by You or expert sessions by connecting via Swoosh Text.

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