Summary: <p><img class="alignnone size-full wp-image-176239400" src="https://cdn1.psfk.com/wp-content/uploads/2018/07/heidi_oneill_nike_psfk.png" alt="" width="1000" height="668">Nike has been pioneering the new face of IRL retail, and the athletic retailer’s recently opened Nike by Melrose store is no exception: Described as a “neighborhood digital service hub,” the store is built on data and driven by digital, embodying the <em>Nike Live</em> concept in subtle and effective ways. In this show, <a href="http://www.psfk.com">PSFK</a> founder Piers Fawkes speaks to Nike Direct President Heidi O’Neill to understand how this concept store was built by and for the people of L.A.’s Melrose neighborhood.</p> <p>For more about how retailers like Nike are reinventing the in-store experience in an age of new consumer behavior and desires, see PSFK’s newsletters and reports.</p>
