NikeiD Studio at NikeTown London

Nike has unveiled its new NikeiD studio at the NikeTown store in Central London.The studio, offers customization service that is the first of its kind in the UK. The design studio features a two-story glass and steel cube suspended above the centre of the store. It gives consumers a hands-on design experience and opportunity to personalise their sports footwear, apparel and equipment.

By using the NikeiD.com online design process, and with help from one-to-one appointments with trained Design Consultants, consumers can create their designs and store in an online ‘locker’. After ordering, the shoes are individually made and delivered to them, either via the Nike Town store or direct to their home.

The NikeiD business has more than tripled since 2004 with over 3 million web visitors every month. As many retailers continue to take their in-store offering online, Nike brought the online design experience to its store. This puts the consumer in control of the design process and extends the NikeiD experience beyond the computer screen where it has lived since its inception in 1999.

“The world has changed. Consumers interact with brands on their own terms,” said Trevor Edwards, Vice President, Brand and Category Management for Nike. Pilot NikeiD spaces have previously opened in Paris, France and Osaka, Japan and the NikeiD London studio follows a similar studio that opened at NikeTown New York in early October.

The first floor of the London NikeiD studio houses the iD Bar, a walk-in space, where consumers can customise 54 different styles of Nike footwear, as well as Nike Pro apparel and bags and watches, using thousands of colour and material options. They can buy NikeiD Exclusive product (product that has already been iD’d) and book appointments for the NikeiD Studio on the second floor.

The second floor, the iD Studio, is an appointment-only space, where ‘Concierge Q’ and her team and host four Mac stations, each manned by a Design Consultant.

Consumers can call the NikeiD concierge service or log onto the website to make an appointment. Walk-in design sessions can be accommodated on the first floor based upon availability each day.

Image NikeiD