The Nike store “defies transparent LCD standards”

Nike’s House of Innovation in Paris, France, is the largest to date and the third iteration of the retail concept after openings in Shanghai and New York. The flagship store occupies a prime location on the Avenue des Champs-Elysées, with 2,400 m² of floor space, spread over four floors. The mission of the Maison de l’Innovation is to bring inspiration and innovation to all athletes in the world.

Speaking of the opening in July this year, Heidi O’Neill, President of Consumer and Marketplace at Nike, said: “When consumers walk into Nike Paris, they will experience our greatest retail concept, the most digitally connected and immersive in the world. The strength of our digital portfolio, combined with product innovation and incredible physical spaces, will connect members to the sports community and unique experiences, serving them in an incredibly personal way.

The all-new House of Innovation offers an end-to-end “digitally powered” customer experience, designed to represent “Nike’s bold vision for the future of retail,” said Cathy Sparks, Vice President and General Manager of Global Nike Direct Stores and Services.

Opening such a large brick-and-mortar store in the midst of a global pandemic might raise understandable concerns. However, all aspects of safety have been taken into account in the design – the store has been equipped with sanitizing stations throughout and suitable lighting to encourage social distancing. “We thought about how this space comes to life, and the French team took into account the lessons we received from around the world. [as it relates to safety and Covid-19], so we are able to open this store with confidence,” said Sparks. “[For example], we have the Nike app, which offers a contactless experience. … We’ve redesigned all of our shoe seats for fittings, and made sure the store is designed to create the proper spacing.

Another store feature that Nike was looking for was a transparent display for use in a digital wayfinding solution and this was supplied by UK manufacturer Pro Display. Nike provided the initial concept for the screen, which had been rendered by its design team, so that it could work with Pro Display on the practicalities of using a transparent LCD screen for the application.

Using the original design as a starting point, Pro Display worked closely with the Nike team to adapt the mechanical aspects of the design, such as the light source needed for the display to operate and where the cables power and connectivity would go without. compromise the minimalist design.

The result was an elegant set of nine transparent LCD displays, custom built to meet the demands of the application that brought the concept to life. It is an application of transparent LCD screens which challenges the previous standard of use, this screen being completely away from the wall without surrounding casing.

The backlight in this case uses a strong white light behind abstract frosted panels indicating the floor number. Due to the power of the light and the way the design is oversized relative to the bezel of the screen, the screen still produces crystal clear HD quality content as it would in a standard hosted application.

Ben Hadfield, Sales Director at Pro Display, said: “Not only was it a huge honor for our transparent displays to be specified by such a prestigious brand in an application of this size, but it was also an honor to be part of Nike’s Move. to Zero Journey, with our displays operating in a store that runs on 100% renewable energy and built with nearly 85,000 kilos of sustainable materials in its design.

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