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Interactive Annual 14:
between online and off, brings
the experience of customization
into the physical world.” —Liz
“Incredibly ambitious. An
amazing integration of multiple
digital touchpoints that
empowers creativity and gives
control to its audience while
looking beyond the browser.” —
P R E M I U M S U B S C R I B E R C O N T E N T
Overview: In a notable reversal, NikeiD Studio takes the highly-successful NikeiD online experience,
that enables customers to design and customize Nike shoes and products, and translates it for
Niketown stores in New York and London. The look-and-feel is high-end boutique with personal design
consultants who help customers create perfect products with design options and exclusive materials
not available online. Interactive tools and digital displays immerse the customers in the brand and
bring the virtual experience to life, and a credit-card-like take!away, featuring a high-resolution image
of their design and details of the colors and materials, helps them to bide the time between designing
and receiving the products.
Development time was approximately eleven months.
Built in Flash client side with an ATG backend utilizing Nanonation kiosk software and
Scene7 dynamic image creation.
A digital appointment system in the waiting area displayed designs as they were being
created and signaled customers next in line.
Comments by Robert Rassmussen and Daniel Jurow:
How did this project compare with others you’ve worked on in the past?
“NikeiD was created as a digital experience. So even though we were bringing it into a physical
environment, we deliberately set out to keep it inherently digital. We asked ourselves, ‘How do we transfer
the energy of NikeiD into retail?’ and ‘How do we make this as fun as possible?’ Additionally, we wanted to
maintain the com!munity aspect of the experience, so seeing lots of designs from lots of diVerent users in
the signage was important.
“We’d done a lot of retail installation work, but never with such unexpected challenges. For instance, we
decided to create a touchscreen experience; it was an impressive obstacle. It needed to work through
tinted, coated, 1.5 inch-thick bulletproof glass, yet feel as immediate as an iPhone in your hand.
“We found a software-controlled capacitive foil that can sense touch through more than an inch of glass.
We pains!takingly put up the film only to discover that it wouldn’t calibrate properly. After getting a very
precise laser guide to measure the glass, we realized it was nearly ! inch over tolerance. The vendor flew
out to help set it up and, after carefully grounding the device and fine-tuning the sensitivity, the screen
reacted to touch as if the glass weren’t there at all.
“The window touchscreens highlighted the online community of users, featuring designs created in real-
time from around the world, along with information on when and where they were designed. This inspired