10-day program of innovative installations, workshops and workouts comes to 1948 space in London.
Nike is bringing to life the art and science of feeling by
transforming its 1948 space in Shoreditch into a dramatic hub of
exploration, interactivity and creativity. From October 11-20, Nike
will present ‘FEEL LONDON’, an exhibition and festival featuring a
program of innovative workshops and cultural events inspired by Nike’s
latest running innovation - the Nike Free Hyperfeel.
FEEL LONDON is the culmination of the 'Nature Amplified'
Exhibition that has traveled the world. By day, cutting edge artists,
athletes and designers will host interactive and engaging workshops,
workouts and installations inspired by the sensation of ‘feel’. By
night, performers, musicians and visual artists will celebrate the role
of feel in relation to art, science and sport.
All activities will take place against the backdrop of 4 interactive
installations created by the some of the world’s leading digital
artists. With the core principles of the Nike Free range of running
shoes as inspiration - fit, flex, freedom and feel – Nike and artists
Universal Everything, Daniel Widrig, Quayola & Sinigaglia and
Rhizomatiks have come together to create an interpretation of the body
in motion.
London based studio collective Universal Everything
have taken inspiration from the incomparable fit, comfort, and support
of the Nike Flyknit. Using the shoe’s Flyknit and Flywire materials as
inspiration, Universal Everything have created "The Art and Science of Fit", an
interactive arrangement of flowing threads that move and react with
complete freedom. Responding to the human form, each thread
intelligently fits to the silhouette of the visitor, creating an
intricate, multicolored woven pattern.
Inspired by Nike Free, architect, sculptor and artist Daniel Widrig
has used his unique approach to digital and generative design to
explore the concept of freedom. Using animation software to create
multiple snapshots of an abstract geometric figure, "The Art and Science of Flex" demonstrates
reconfiguration and expansion through phases of acceleration and
deceleration. From design to form, a series of snapshots materialize
into a 4m long, intricate sculpture that tests and interprets movement
and flexibility in totally new ways.
Italian expatriate Quayola and longtime collaborator Natan Sinigaglia have drawn on their audio-visual,and software programming skills to investigate the concept of flexibility. "The Art and Science of Freedom’" is
an abstract time-based digital sculpture inspired by the Nike Free
Flyknit that fuses sound and real-time graphical manipulation to
continually transform the shape and form of a rectangular structure to
depict true freedom. The work draws upon the tension between its
physical properties and those of elasticity and freedom.
The articulation of feeling, and specifically the Nike Free
Hyperfeel’s ability to connect the foot to the texture of the
environment is the focal point of "The Art and Science of Feeling", a sensory installation created by Japan’s Rhizomatiks.
As a creative collective of architects, artists, musicians and
programmers, Rhizomatiks have harnessed the power of subconscious
sensory experience and feeling by utilising a variety of disciplines and
techniques. "The Art and Science of Feeling" is an installation that
digitally visualises the physical human axis that exists beyond our
conscious perception.
A highlight of the 10-day program of workshops and performances is sure to be FEEL TV. On October 17, Nike will partner with Hellicar & Lewis to host a groundbreaking live interactive online broadcast from 1948 at www.nike.com/FeelLondon
featuring a series of artists, musicians and performers including
Associate Artists of the English National Ballet, the London
Contemporary Orchestra, Redlight (Live), Run Dem Crew & other
special guests. Viewers will be able to interact with and influence the
performances in real time by tweeting shout outs and commands, in turn
creating an immersive and raw experience where viewers will feel like
they are there, bringing the digital and physical worlds closer
together.
The FEEL LONDON exhibition is free to enter and will be open to the
public from Friday, October 11-Sunday, October 20, 10am–6pm on the
weekends and 10am-8pm during the week (apart from Friday October 11 when
the space opens at 1pm and Thursday October 17 when the space closes at
4pm) – no advance booking required for exhibition access. All
workshops, workouts and talks are free to attend but require advance
booking as places are limited. For more information, visit www.nike.com/FeelLondon.
Source Nike
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