A few weeks ago I discussed New Balance’s foray into 3D scanning technology utilized in one of their flagship stores in Singapore.
I explained how brands are taking the time and effort to create shopping experiences. Last year I wrote an article explaining how big box stores needed to look to sneaker brands and small sneaker shops to understand the importance of customizing a visitor’s shopping trip. Recently well known analysts have been passing off this information like they developed a new concept.
Nike may not be a small brand/retail outlet, but it really acts like one. This new venture at Nike By You Studio @45 Studio on Grand in New York isn’t quite as in depth as the 3D scanning feature for New Balance, but it brings to life your ideas in a fast enough time that you could wait if you like or go out and grab a bite to eat and return. The project is not yet publicly available, but I’m sure it will be integrated on a small scale and then eventually created as an option at Nike Factory stores.
“The intention of the project is to bring to life the collaborative design experience that we offer our athletes,” says Mark Smith, VP of Innovation Special Projects. “They love products that tell their story, so we wanted to combine that idea with a new process of live design and manufacturing that allows our guests to come into the space, work collaboratively with us and leave with a special product in less time than ever before.”
This venture falls in line with this article I wrote a few weeks back: