Go to Nike's 255 Elizabeth Street store in Manhattan and you might find yourself getting bounced. Entry is restricted to those with an appointment, and appointments are restricted to those with an invitation. The rumor is that the iD Design Lab will be available to the public via a lottery sometime woon.
Implications - From what's been described, the place is essentially all about customization. It's like designing your own shoe on the NikeiD website, only the colors and materials you get to use are only available at the lab. The iD Design Lab is all about creating your very own customized shoe exclusive to you. It's definitely a unique approach to customer interaction.