ARTY SPORTY // 16th September 2011
Back in June, Wallpaper magazine presented the concepts and first steps of its collaborative project with sneakers brand Reebok. The idea was to merge down design, architecture and film with the help of some of Europe leading creatives. They had to start from Reebok’s design DNA to create artworks inspired by the brand’s ZigTech, Men’s Toning and RealFlex technologies.
The projects were exhibited on July the 28th at The Great Room – a new gallery space in London – for one night only. Guests, such as David Gandy and Dinos Chapman were invited on the occasion.
Spanish architects A-Cero displayed their EasyTone-inspired sculpture, while designer Fabio Novembre was showcasing his life-sized black horse. To its right, French artist Ora Ito had wall-mounted a rubberized artwork that he presented with the RealFlex shoe and Hi-Macs.
Meanwhile, played on a digital looping representation, a projection of Christoph Behling’s running experience, defined by a floating 300m running track. Last but not the least, London-based Alex Griffin and Richard Pearce of film production house Partizan Darkroom wowed the crowd with an interactive skyward installation that responded to guests’s movements as they were walking through the space.