Nike have jaw-droppingly pimped their NikeiD customised design service. They've built a two-storey glass and steel cube and suspended it above the centre of the NikeTown store on Oxford Street. It looks very, very cool.
The first floor houses the iD Bar, a walk-in space where consumers can customise existing styles of trainers. The second floor, the iD Studio, is an appointment-only private space, hosted by the daftly named studio concierge, Q.
So here’s an idea for a present: get your brother, mate, girlfriend (she’ll love the ‘artsy’ bit) an appointment with one of the NikeiD design consultants (handpicked from London’s "cultural elite” and trained at Saville Row), to create the ultimate pair of bespoke trainers.
To book, call the NikeiD concierge service on 020 7612 0990 or log onto www.nikeid.com/londonstudio