One-click heels

Jimmy Choo beware, you may soon be redundant. That’s if digital agency Art Science has its way.

Art Science has launched a new fashion brand Upper Street that allows customers to design their own shoes in a high-heel version of Nike’s customised trainer workshop NikeiD. Once lured into the online boutique, customers can pick the shape, colour and frills of their heels, which are then made to order and sent through the post.

Home page of Upper Street fashion brand

Combining a crack team of web developers and fashion photographer Sandra Von Riekhoff, Art Science has made it possible for fashionistas to view their handiwork in 3D.

Art Science creative director Pete Ropes says,  ‘Technically the site was a huge challenge. The flash application sits at the heart of the site and accesses 600 000 plus component and texture files, allowing customers to combine them into an almost limitless number of 3D combinations.

‘The custom-built back office is extremely clever too. It controls every part of the business from populating the shoe galleries, e-comm, order management, e-crm, user-reporting, all the way down to managing manufacture and stock control.’

Upper Street customised shoe design

As well as this feat, the digital agency has developed Upper Street’s brand name, identity and packaging. It’s just a shame that their technological wizardry can’t help you walk in the damn things.

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