This noon Achim (a collegue) and I had an appointment at the Nike ID Design Lab here in Berlin. The first time I heard about a store like this one was on Cool Hunting, I thought the idea was great. So basically it is the real worlds version of the online store, but still quite different. First, you can’t just walk in, you need to make an appointment. But to make an appointment you have to get some sort of invitation which you can get at some sneaker stores here in Berlin like solebox. So I figured out how to get in and so we went this noon.
We got a personal welcome by the 3 shop assistants and they offered us right away a drink. After checking out the interior I picked out the shoe I wanted … the air force 1 mid, which is a basketball shoe from 1983. The main reason why I picked that one and not the more popular dunk, is that you can only get this shoe at the “real world” Nike ID Store, and also because you can decide on 10 parts of the shoe.
Achim decided on the dunk.
There are 2 design units in the store, which also explains why you need an appointment. Achim sat down at one side of the store, I on the other side, both with a personal assistant. The assistants got some sample shoes and booklets with the material samples in each available color. The shop uses the same website interface as online, the build and preview the shoe.
Achim had his shoe done really quickly, he decided on an all black dunk with a white swoosh. The design process of my shoe was much more complicated, the web interface of the air force 1 was not available so i had to visualize the shoe in my head with some help of the sample shoes and the materials.
How the shoe will look like … I don’t really know, I guess it will be classic … the colors i picked: Dark Cinder, Granite, Green Curry, White and Desert Clay.
As the web interface was down, I couldn’t pay for the shoes so I had to write down my contact info’s. The assistant took my order to the offices behind the store which offered me the occasion to make some pictures. After a few minutes he came back with a little booklet with small cards of each color I picked, that was nice.
I was there for an hour … time flew …it was a nice experience, now I’m really curious how they will turnout.