Salone del Mobile attracts an increasing number of fashion brands, often with a launch or a moment to mark. At Garage 21, ASICS presents the Kinetic Playscape, its first consumer-facing activation in Italy.
Located outside the Brera area, the setting feels more industrial, a building with a courtyard. Inside, a fictional research institute designed by NUOVA combines light tones with minimal structures, with a reference to Japanese minimalism in its restraint and use of space, unfolding as a sequence of rooms with a retro-futuristic aesthetic.
Images by Alessandro Saletta, atmosphere images by the author, courtesy of ASICS
Visitors walk through the installation, starting in a greeting space, followed by a room centred around a large blue sofa where the GEL-KINETIC™ 2.0 sneaker is presented. The design draws on early-2000s running models, reworked into a more contemporary silhouette, with technical elements left visible in the cushioning, structure and support.
Another room introduces a sand installation surrounded by mirrors, with a logo sculpture placed at its centre, recalling a desert at sunset. The final space focuses on sound, shifting the experience once more. The idea of Anima Sana In Corpore Sano comes through in the contrast between a more meditative atmosphere during the day and a more energetic setting later in the evening.
A more experiential approach within the context of Milan Design Week.
Images by Alessandro Saletta, with atmosphere images by the author, courtesy of ASICS.
Discover: www.asics.com
