Ecco is the Danish brand world leader in footwear and leather goods. So Ecco itself, has been around from the 1960s and it is a family-owned business. What Ecco prides itself is comfort and what is the probably one of the most the best things about for Ecco is echoing to the whole supply chain. So it owns the tanneries, it owns the production, and that means therefore we can look at every different parts of the process and adapt and look at ways to improve. The Innovation Lab ECCO, has been for around three years and then in terms of the project we’re here today has been going for two and a half years. His laboratory of innovation has collaborated with Dassault Systèmes, the French company of 3D Experience that leads the way towards sustainable innovations to develop this shoe personalization project. So the connected sheet pot came from looking at how to customize a shoe. So the sensor was actually a by product of looking for the customization and when we talk about the customization that is the silicon midsole which is in the outer outsole of the shoe and we believe that is the part and the most functional part of the shoe. The solution came about how do we find out the way how can we adapt and customize a shoe, but still keep design at the forefront. because Ecco is traditionally known for its comfort we want to improve that but we didn’t want to compromise and design. And therefore by the work the initial analysis the team did, they discovered that actually the sense that we produced, has then been allows and has given us an additional product for the customization that we have. An experience where individual biomechanical data is combined with additive manufacturing to create custom shoes in the store. So the aim for us here is very much to focus on the connected shoe. So the customized midsole is our first product offering for the connected shoe. But we want to bring to a wider audience and make people understand the potential that we have. We want to start first of install and using our sensors to measure and to print but we also want people to understand the potential. So this is looking at other business opportunities, so be it for example, looking at things we could do from the sensor by using the data and as the connected Congress. The big data is things we really understand the potential, and we want to, look at ways how we can improve that, and how can enhance and today and the next couple of days are a very important time for us to meet people and to get people to understand what our potential and what we’d like to try and do. Combining analytics, sensors and 3D printing, they are able to create custom shoes for each foot, in two hours. So the process is we have the scanner here and the scanner you go into store it takes 15 seconds and it gives you a 3d footprint of your feet. After that, you then walk on the treadmill. I only need 30 to 45 seconds and that has within our test shoes our sensors for each shoe. This thing gives you the data to the parameters and break the scan and from the sensor to then take it to the 3d printer and then it takes from around an hour to an hour and a half to print customized silicone mid soles which are designed for that individual user. Through portable sensors and in just 30 seconds, the 3D scanners determine the individual orthopedic adjustment and create a personalized midsole. Custom midsoles are printed for the selected shoe model. But all innovation involves overcoming challenges. So I think there as I’m sure understand there’s a limited amount we can say. I think the challenges are around looking at how we can take it to the wider scale so we have our pilot, but we want to bring it to a wider audience and understanding and I speak from my role, so I’m there as I said the project manager and base development so the technical aspect is not so much my site but looking at how we can bring it first to the consumer at the right end but then look to see more or Averell aim of the mass market. So getting that first initial step which we are hopefully looking to do next year, but I can’t reveal any more details, but we’re looking to consumer launch will be right key in that and then working out the further business plan for how we bring it to a wider audience. For the first time, individual biomechanical data are combined with the manufacture of additives in the store to create personalized silicone midsoles, quantified by the user. So I think probably the key thing to remember with with our silicon midsole is there. The midsole is the heart of the shoe, and that really disallow at the moment we’re playing it quite safe. So we know that we want to make sure that when we bring it to the consumer, that we are absolutely fine what we need to do. But the potential is much greater. So not only do we want to look it from the silicon midsole perspective, but again going to the sensor we want to look at it using for wider businesses and let’s see develop our expertise in that. So be it from potentially working with the automotive industries, the aviation, be it with the medical. These are all areas you want to explore. We’re obviously not there yet, but it’s we know the potential for this is it’s very large and then the quantity appropriate, is are an excuse the pun, is our stepping stone just getting there and then to start using the data, growing our data, and essentially improving our product. And I think the key thing to remember as well. It’s not only does this. So we have our high-end our customers shoes, but this will also allow us to improve Ecco mass mark offerings in. Shoes don’t necessarily have the customized midsole, but what we learn and the data become means we can make a more comfortable shoe and build on Ecco already big reputation but having one of the most comfortable shoes as possible. This system is already implemented in its Amsterdam stores and is revolutionizing the retail industry, breaking the boundaries of product customization. If you liked this video share it with your friends and leave your opinion in the comments to follow the conversation. Subscribe to not miss any video and activate the bell to receive notification of new content.