Niketown

Every swoosh-lover’s dream – the UK’s flagship Nike store is the only place in the country to see the omnipresent sports brand’s full range all together.

As the name suggests, the shop is a concept ‘town’. Buildings, each housing a specific sport, surround a central square, the store’s focal point. In its centre sits the core – a 3-storey high, 360° projector screen – which springs to life every 20 minutes; as window blinds are snapped shut, customers are barraged with a menagerie of sporting images.

Niketown likes to think it’s more than just a shop; each week they put on special events, athletes come in for interviews, they even organise a running club. Since opening in summer 1999 it’s become a London landmark, at ease in the heart of the West End.

With 70,000 square foot of shopping space they manage to fit everything in, and more besides. The store boasts the largest women’s sports clothing and footwear area in Europe.