Back in June, we revealed our collaborative project with Reebok. Together we tapped into the worlds of design, architecture and film, handpicking five of Europe's leading creatives and inviting them to take their cue from Reebok's design DNA to create one-off artworks inspired by the brand's ZigTech, Men's Toning and RealFlex technologies.
Previously only presented as concepts, these high-flying artworks were finally showcased in the flesh, for one night only (28 July), at The Great Room - interior design company 1508 London's new gallery space. In the presence of some of the collaboration's designers - Richard Pearce and Alex Griffin of Partizan Darkroom, Fabio Novembre and A-Cero architects Rafael Llamazares and Joaquin Torres - guests, including David Gandy and Dinos Chapman flocked in, with the evening further enhanced by the backdrop of a balmy London summer's evening and beer courtesy of Peroni.
Throughout the space, the functionality and pioneering looks of the new Reebok designs were transposed in an array of ways. Spanish architects A-Cero displayed their EasyTone-inspired sculptural display, while further afield designer Fabio Novembre's life-sized black horse sculpture was a delightfully stark contrast to its angular corner wall setting. To its right, the wall-mounted rubberized artwork from French artist Ora Ito was presented with the RealFlex shoe and created a dramatic wall-mounted installation made from Hi-Macs.
Meanwhile appearing in digital representation, a projection of Christoph Behling's futuristic running experience, defined by a floating 300m running track, played on loop. And hard to be missed, the larger than life skyward installation from London-based Alex Griffin and Richard Pearce of film production house Partizan Darkroom, who wowed the crowd with an interactive installation that responded to guests’s movements as they walked within the space.