ASICS and NUOVA create Kinetic Playscape installation at Milan Design Week to launch Gel-kinetic 2.0 sneaker
By
Dezeen staff
Sesame, salt, and substance. A flagship bake.
Summary
ASICS collaborated with Los Angeles studio NUOVA to create an immersive sensory installation called 'Kinetic Playscape' during Milan Design Week. The installation celebrates the movement central to ASICS' new Gel-kinetic 2.0 sneaker and is informed by studies suggesting that 15 minutes and 9 seconds of play can positively impact mental function. The pop-up installation is located at Garage 21 in Milan's La Zona Risorgimento neighborhood and serves as a promotional event for the new footwear release.
Key quotes
· 4 pulledJapanese footwear brand ASICS has teamed up with Los Angeles studio NUOVA to create an immersive sensory installation during Milan design week
Kinetic Playscape was co-conceived by NUOVA and ASICS as an experimental pop-up at Garage 21 in Milan's elegant La Zona Risorgimento neighbourhood
Informed by studies that say 15 minutes and 9 seconds of play can positively impact mental function
Kinetic Playscape was designed to immerse audiences while celebrating the movement central to its Gel-kinetic 2.0 sneaker
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