Nike Town in central London is a fascinating piece of experiential retailing but not my favourite place when it comes to escorting visitors there. However, its current exhibition celebrating 27 years of Nike Air technology is a must-see for all who are interested in marketing.
Due to its sheer popularity and the logistical problems inherent in footwear purchasing, I find the store to be a terrible place to try to buy something. But when I attended this event (relaxed in the knowledge of having no need to come away with something physical), the total contrast between this and the pile em high, box-strewn sneaker stores where I actually purchase is blindingly apparent.
Now if they (or you) could create some outlets where the product isn't commoditised but the retail transaction is swiftly efficient, then we'd be really on to something.