Indiantelevision.com Team

(3 November 2007 6:00 pm)

MUMBAI: Nike has opened a new store in London which allows customers to design their own trainers. Titled NikeID Studios, these stores also have opened in Paris and Osaka, Japan.

The new Nike iD studio is set over two floors. The first, the iD Bar, consists of four PC terminals, a selection of 54 different styles of Nike footwear and hundreds of colour and material options.

The second floor is the exclusive iD Studio. This private space is manned by head concierge, Q, and her team where customers will meet with a DC (design consultant) who will help them create a perfect design, drawing on their passions and creativity in a 45-minute personal consultation.

The London location features a touch screen in the front window of the store where consumers will be able to design on the street before an audience. People will be able to e-mail their designs from the touch screen to their friends, to their home computer or even purchase the design inside at Niketown.

The screen will display a rotation of shoe designs from around the world that have been made by consumers at nikeid.com within the past hour.

Each shoe posted will have the designer's name, the name of the creation, their country of origin, and the time it was designed.

A select few designs from consumers will be chosen throughout the year to be produced in limited edition quantities and sold at Niketown. Those consumer designers will be recognized for their creations.