Nike Touch Table

Creative Director, Experience Design

An interactive coffee table that transforms the personal consultation experience at the Nike Bespoke store in Soho, NY. Nike’s Bespoke program is the premium tier of NIKEiD, offering shoe fanatics personal consultations with a Nike designer to create their own customized pair of sneakers. Presently, the Nike Bespoke designer meets with customers on appointment and guides them through a manual design process choosing from over 200 material swatches that are unavailable elsewhere.

The vision for the Bespoke 2.0 was to elevate this premium customer experience without sacrificing the intimacy of the consultation setting. Conceived around a coffee table setting, the new Nike touch table seamlessly integrates interface and user experience, allowing the technologies to remain hidden within the design process.

Developed as part of Mill Digital’s realtime 3D rendering R&D efforts, this visionware was presented to the NIKEiD global team as the next level of premium product interaction. Using switchable glass, IR technology and short throw projection, the custom designed touch table was conceived as the centrepiece of the customer experience at Nike’s Bespoke studio in Soho, NY. The software design accounts for hyper responsive zero-lag display, and the interface offers an expansive and scalable swatch library, custom artwork scanning abilities and auto-generation of factory-ready purchase orders.


Client: Nike
Agency: Mill Digital
Executive Producer: Bridget Sheils
Creative Director: Sheena Matheiken
Creative Technologist: Hai Nguyen
UX Lead: Sheena Matheiken
Art Directors: Sougwen Chung, Marcin Zeglinski
Lead Animator: Michelle Higa
3D Lead: Boris Ustaev
Junior Producer: Jon Robinson

Related Projects

Matheiken Inc
Creative Director / Design Director / Designer
Design-centric creative practice for web, mobile and experiential realms. Specializing in product development, gestural and haptic interfaces, data visualisation, service design and social innovation.
Brooklyn, NY