Exclusivity as experience

Nike’s now (in)famous Nike ID Design Lab in New York doesn’t allow more than three customers in at a time, with visits limited to one hour max. Furthermore, customers need to make an appointment, by invitation only.

The haute-design store has three booths, or pods, each with a computer that customers can use to assemble their own unique sneakers.

From Josh Rubin, one of the store’s visitors: “Clearly the focus of the Design Lab is on the experience of customisation. The fact that three weeks after visiting a pair of shoes arrives in the mail is almost like a delayed party favor. Wearing them is as much an opportunity to express your individuality, as it is a chance to tell the story of being in the Design Lab.”

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