Summary:
- ASICS SportStyle introduces the GEL KINETIC 2.0 sneaker through a public exhibition at Garage 21 in Milan from April 22 to April 24.
- Los Angeles studio NUOVA designed the five room space blending Japanese minimalism and Italian radical design.
- You have the opportunity to test the new footwear while moving through the sensory environment.
Milan Design Week gathers international brands and design studios every April. ASICS SportStyle joins the Salone del Mobile schedule this year with a physical activation. The Japanese activewear brand presents the ASICS Kinetic Playscape at Garage 21. The venue sits on Via Archimede 26. The doors open to the public from April 22 through April 24. This project functions as the first public event for the brand within Italy. The installation serves as a physical launch platform for the new GEL KINETIC 2.0 sneaker.
The Los Angeles design studio NUOVA built the environment. Founders Rodrigo Caula and Enrico Pietra created a fictional research institute for the project. The global design community recognizes their practice for exploring material spaces. The architecture mixes Japanese minimalism with Italian radical design. You walk through a five part journey inside the building. The layout assigns a specific room to a specific chapter of the experience. The designers intend for each room to represent a different physical state. Visitors transition from feeling the weight of the floor to experiencing the lightness of motion while exploring the area. You engage with tactile materials and sensory details throughout the progression. The NUOVA team focuses on industrial design and spatial storytelling. They translate the brand philosophy into a tangible physical structure. The resulting world engages your senses and leaves a mark on spatial memory.
The GEL KINETIC 2.0 sneaker operates as the core subject of the exhibition. The ASICS Institute of Sport Science in Kobe tested and developed the footwear. The model relies on the concept of kinetic motion. The silhouette frames physical movement as creative energy. The design team looked at early 2000s running shoes for aesthetic references. The archival GEL KINETIC 4 and GEL FRANTIC models provided visual inspiration for the updated silhouette. The GEL TORNADO series also influenced the final shape. The construction includes Scutoid GEL technology to absorb shock and provide necessary cushioning for daily activities. A rigid TPU cage surrounds the sole to increase stability during wear across urban environments. The dynamic structure supports everyday movement for modern lifestyles.
ASICS builds products based on the concept of moving the human body to support the mind. The company name translates from Latin as Anima Sana In Corpore Sano. Scientific research indicates physical activity for fifteen minutes and nine seconds creates positive mental shifts. The Kinetic Playscape encourages you to put on the new sneakers and move freely around the space. You participate in the testing process by walking and playing in the installation. The physical interaction bridges the gap between shoe innovation and embodied human movement. The brand advocates for mental well being through consistent motion. The company has operated with this specific purpose since inception.
The Milan activation gives you access to the product before the public release. You test the footwear inside the custom environment. Select retail stores in the city will stock the model during the event week. Slam Jam and One Block Down carry the release. END Clothing also offers the sneaker to local buyers in Milan. The brand invites the public to attend the exhibition without an appointment from April 22 to April 24. A private reception occurs on April 21 for invited guests and press. ASICS has manufactured specialized athletic wear for over seventy years. The company continues to blend technical performance with modern street style. You see this approach through the physical exhibition in Milan. The project merges scientific research with contemporary industrial design. You understand the product better by experiencing the physical space. The Garage 21 activation provides a straightforward look at how the company approaches modern footwear development.
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