For the 60th anniversary (1949-2009) of the adidas Originals three stripes, adidas Lifestyle brand presents, during the International Design week of Milan 2009 (22-27 April, press preview April 21st) and at the Superstudio Più, the “Liquid Story” project. This crossmedia and futurist installation is created by Felice Limosani, eclectic artist and digital storyteller.
Liquid Story is the best and most innovative expression of the Celebrate Originality physolophy that adidas Originals was built upon: an installation that mixes industrial technology, 3D animation, electronic and simphonic music by using the amazing, invisible interactions of magnetic fields. The project can boast exclusive and important contributions concerning both its visual and musical elements: Mira Calix, Warp records’ composer and producer who, in the past collaborated with Radiohead and Aphex Twin along with Oliver Coates, eclectic and versatile cellist, who has already been Massive Attack first choice and regularly takes part in several projects featuring different styles and musical genres (London Sinfonietta, the London Contemporary Orchestra, Ossian Ensemble, House of Bedlam…). The Limosani-Calix-Coates trio will perform in a unique live event featuring a mix of electro-symphonic music and video on April 21st, strictly upon invitation.
With reference to industrial technology, “Liquid Story” consists of two cylinders, one over the other, producing a “deaf” short circuit, that can reproduce and concretely show the shape of a magnetic field. Forces generated by the interaction between the magnetic field and a dark and sensual liquid, used by aerospatial technology, create a fascinating and emotional “dance” which takes the shape of an ever-changing liquid poem. The project relies on dedicated electronic music and cutting edge 3D animation created by Felice Limosani, pioneer of the so called ambient design and author of several unforgettable art performances organized in some of the most famous contemporary art galleries, fashion design sanctuaries. His multimedia works have already been chosen by London Tate Modern, by Paris Pompidou Centre and by Tokyo Palais and his latest project was commissioned by Mies Van der Rohe Pavilion of Barcellona.
A charming, mesmerizing narration putting together creativity, an exclusive liquid, flexible and fluid matter and the originality of the unexpected to give life to a magical, multi-shaped and possible dream.
“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.” Said Alegra O’Hare Head of Style of adidas Italy, “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.”
The prototype, which “premiered” at Pitti Uomo in Florence, at Luisa Via Roma premium store (January 13th 2009), was then refined and perfected by adding high quality and cutting edge video and music. “Liquid Story” is only one of the several art-design initiatives that adidas Originals will be promoting and supporting throughout the current celebratory season.
