Thanks to augmented video mapping, the new NIKEiD Direct Studio in Niketown London allows for real-time, live design directly on a shoe.
The process begins with an all-white version of a sneaker being placed in the NIKEiD Direct workspace. From there, the shoe is connected to the NIKEiD configurator, and as soon as color and material selections are made they are projected onto the shoe for a clear, immediate representation of the final product. Once wrapped, the design heads into production at a NIKEiD factory.
The Air Force 1 iD is currently available to customize in the NIKEiD Direct Studio with three different color palettes: the Essential, the Winterized and the NBA. More styles are set to be added in future seasons.
The experience is open now at Niketown London, with no appointments necessary.
The NIKEiD Direct Studio is a partnership with Paris-based SmartPixels.
Photo and video courtesy Nike
