adidas original's liquid story installation by felice limosani

adidas original’s liquid story installation image © designboom

the installation – at this year milan design week 09 – is based on ampex data systems magnetic tapes, 300 kg of electromagnetic lifting magnets, and 10 liter of resin including molten iron, electronic music and 2 cone-containers

adidas original’s liquid story installation image © designboom adidas original’s liquid story installation image © designboom

liquid story 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 cone9 and magnet (upper cone) interact.

adidas original’s liquid story installation image © designboom

the forces unleashed when the magnetic field and the dark, sensual liquid interact are used in aerospace technology and create a fascinating, emotional ‘dance’ which takes the shape of an ever-changing liquid poem.

adidas original’s liquid story installation image © designboom

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

adidas original’s liquid story installation image © designboom

the prototype, was first shown at pitti uomo in florence, and at luisa via roma store in january this year, was then refined by adding 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 season.

adidas original’s liquid story installation image © designboom

the electronic music and 3D animation is by felice limosani his multimedia works have already been chosen by london tate modern, by paris pompidou centre and by tokyo palais. one of his latest project was commissioned by mies van der rohe pavilion in barcelona.

adidas original’s liquid story installation image © designboom

it is adidas‘ first participation in the milan design week.

‘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 of adidas italy)