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 Nike Live concept in  subtle and effective ways. In this show, PSFK 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.

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.