A prototype of the ShopInstantShoe system's Shoptool shoe-molding machine (Photo: IBV)
Women will sometimes sacrifice the comfort and well-being of their feet, in order to wear fashionable shoes – it’s reached the point of becoming a TV sit-com cliché. The European ShopInstantShoe consortium, however, is looking to put an end to that scenario. No, the group doesn’t want to ban fashionable shoes, but it has been developing technology for making them more wearer-friendly. The result is a system that could be installed in shoe stores, which would allow women to get shoes custom-fitted to their feet, on the spot.