Nike have unveiled its new London NikeiD studio, I remember when the last Studio closed its doors, there were alot of upset people, but all those people can smile again. The new Studio is based at the NikeTown store in central London.

The studio, a stylish two-story glass and steel cube suspended above the centre of the store, will give consumers a hands-on design experience and the power to express their individuality by personalizing their sports footwear, apparel and equipment. This is done using the online design process, with help from one-to-one appointments with trained Design Consultants.

Once consumers have created their designs in the studio they can be stored in an online ‘locker’ and shared with others online. After ordering, the shoes are individually made and delivered to them, either via the Nike Town store or direct to their homes.

The NikeiD business has more than tripled since 2004 with more than 3 million unique visitors going to every month. As many retailers continue to take their instore offering online, Nike has seized the opportunity to bring this unique online design experience to the heart of its store and the heart of London’s busiest shopping district. 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.

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.

 Consumers are recommended to call the NikeiD concierge service (020 7612 0990) or log onto to make an appointment for the second floor studio, but walk-in design sessions can be accommodated on the first floor based upon availability each day. Each session is scheduled for up to one hour and a Design Consultant will work with consumers throughout each session.