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'Nike By Melrose' Concept Store Opens

A new Nike store in Los Angeles is bringing tech to the forefront of your shopping experience with amenities like customizable lighting in the dressing rooms and curbside pickups.

Nike launched another a concept store in West Hollywood. The aim is to lure the online shoppers into a brick-and-mortar store with personal services and experiences. And the products are chosen based on the shopping preferences of a newly enhanced NikePlus app.

Nike has drilled deep into its huge customer base, looking for a spot in the Los Angeles area where Nike customers were already loyal and most willing to voice their opinions on what they want.

Thus, Nike By Melrose was born.

Services include what the Nike calls “swoosh texting” for “real time customer service.” There will be 'curb service' for shoppers in a hurry. Those with more time can book a session with a store expert who can help them choose the right gear - much like a 'Genius' at the Apple Store.

Customers also can buy through the app and then find their purchase waiting for pickup in a locker.

Tailoring services will also be available.

Out front is a mural for the selfie crowd painted by Los Angeles artist Bijou Karman.

This mural is one of many, including the famous 'pink wall' on the Paul Smith store down the street, also on Melrose.

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