Visitors at the new NIKEiD Direct Studio at Niketown London can now avail themselves to live and real-time sneaker design, thanks to augmented video mapping. It starts with a real all-white Air Force 1 sitting on the NIKEiD Direct workspace, and as users select the material and color options, those choices are immediately reflected on the shoe for a clear representation of the final product. Upon completion, the design is sent to the NIKEiD factory for production. The experience is open now at Niketown London, with no appointments necessary.

See the process in action in the video below.