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Live Design

basics
Industry: Apparel, Clothing & Footwear
Media:Ambient & Interactive
Market:United States
Style: Minimalism
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descriptioncnen
Synopsis
The the consumer-brand relationship is changing rapidly. One of the prevailing trends in the evolution of consumer behavior is the desire for high-quality clothing that is unique and personalized to an individual’s specific tastes—an extension of their personality and representative of their story. A vast majority of existing personalization solutions take place on-screen. Live Design is a groundbreaking AR platform that brings a new dimension to product personalization and retail experience, taking customized design off-screen and onto your body. Live Design was paired with carefully architected experience design in the Nike Makers’ Experience, a unique retail space and experience. Live Design technology allowed guests to design one-of-a-kind sneakers, on their feet, in motion, in real time. Thoughtful experience design helped guests overcome the dilemma of the blank canvas; design docents and an innovative interface guided users through a fun process, where they could channel LeBron James and codesign a sneaker.
Outcome
The Makers’ Experience launched as a pilot, an invite-only event in NYC. Within the Nike Makers’ Experience, Live Design provoked a visceral, enthusiastic response from sneaker fans and from the media. As a tech application and an experience, Live Design is a continuing endeavor between us and Nike. Based on the response from guests, public interest, articles in industry publications, and the evolving challenges facing consumer brands and the retail space in general, we’re continuing to work with Nike to refine the experience and scale the product.
Execution
Live Design uses live motion capture and object tracking to create an augmented-reality experience that allows people to design their shoes, in real time, while moving, to make a truly one-of-a-kind product. Live Design is a proprietary technology independently developed by us and currently licensed to Nike. At the Nike Makers’ Experience, guests who designed shoes in Live Design were also treated to Nike’s innovation in the form of in real-time manufacturing: guest-designed shoes were produced and delivered to them in under an hour.
CampaignDescription
Live Design helped fulfill a key mission that Nike brought to us—to create a true leap forward in product personalization. Nike has long been a pioneer in product customization, but Live Design and Makers’ Experience represented something new—real-time, on-product design, and one-hour product turnaround. After years of testing and iteration, we launched Live Design in a pilot program at NY Fashion Week 2017. Open to a select set of influencers, designers, athletes, and Nike fans, we debuted Live Design and observed our guests’ design process and choices. During this pilot, Nike produced hundreds of unique shoes and tested various experiential and scale options.
awards
Cannes Lions International Festival of Creativity 2018
Bronze Product Design
Innovation
The One Show 2018
Bronze Pencil Responsive Environments
Use of Technology
The One Show 2018
Merit Interactive
Innovation in Interactive / Experiential
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