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Nike iD Design Lab: 255

by Josh Rubin
on 01 June 2005

Since March 31st -- the same day a redesigned launched -- a polite yet intimidating bouncer has taken up residence at the unassuming storefront of 255 Elizabeth Street in Manhattan. His job is simple. He patiently explains to all who inquire that access to the space behind the frosted glass door is by appointment only, and those appointments can only be made with an invitation. It's rumored that the Nike iD Design Lab will open to the public through a lottery system sometime soon. But, with no more than three customers allowed in the space at one time and sessions limited to hour-long appointments, Nike has ensured that the experience will remain über-exclusive and highly memorable.

I was fortunate enough to be invited in a couple weeks ago...

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