A significant move forwards in combining the use of digital experience within a physical retail store has been exhibited with the latest Nike Rise Concept store (one of only three globally) opening at Nike West London, which is dealing head-on with the various "gaps" and challenges that have been labelled with physical retail for so long.

The new "hub" seeks to connect sport, the locality and athletes with its very own bespoke shopping experience.

With elements of the store connecting directly with Nike's core activity apps such as Nike Training Club and Nike Run Club, customers can expect a level of interaction that should take the shopping experience beyond that previously imaginable.

There are also significant strides made in sustainability within the store - which has achieved LEED certification in part due to construction of internal wall finishes making use of embodied carbon.

With customers expectations now at sky high levels, retailers are having to step up to that challenge, so kudos to the "Swoosh" for curating an environment that can appeal to its local audience whilst benefiting from its global presence.

Now... where's that next pair of Air Jordans at ?