adidas | Liquid Story | Felice Limosani
This installation consists of two ‘futurist-inspired’ cones positioned one over the other to create a deaf short circuit that can reproduce and reveal the shape of a magnetic field generated when the iron (lower cone and magnet (upper cone) interact. The forces unleashed when the magnetic field and the dark liquid interact creates a soft sculpture or ‘dance’ formed of the charged fluid matter.
The music and 3D animation is by Felice Limosani, whose multimedia works have already been chosen by galleries such as the Tate Modern.
‘We thought the use of such liquid and the ever-changing shapes that he produces while interacting with the magnetic field would be the best metaphor to represent the target of our brand: express individuality, authenticity and originality. the liquid is versatile, it solidifies, evaporates,flows without losing its essence and its key features. similarly our world has seen products changing while our objective has always been and always will be the same: expressing originality and enabling people, whatever their personalities might be, to find a product, a vision, a story to express themselves.’ Alegra o’Hare – head of style at adidas Italy.
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