There’s a new retail concept store in Seoul from Nike called Nike Style and with it, the global sportswear giant is aiming to “expand the definition of sport.” The phygital destination blurs the line between digital and physical spaces and it offers an engaging experience for shoppers with QR codes, augmented reality, art installations and even a content studio so that local creators can generate content for their own socials.

Notably, the store features a gender-neutral zone for a wide range of lifestyle sports items and accessories, along with curated collections.

Nike Style is also set to be a hub for community gatherings like the Nike By You workshops and Snkrs Lounge events. Following this opening in Seoul, there’s anew Nike Style concept set to open in Shanghai as of fall 2022.