Nike Sneakeasy 2017
Concept: Anna Bediones
Art Direction: Anna Bediones
Ceiling Mural: Anna Bediones
Copy: Anna Bediones
Photos: Nike Canada
Videos: Pop Rokk for Nike Canada
Celebrate Air Max Day 2017 by collaborating with 5 local artists to design a SNEAKEASY experience for Toronto. Each artist is assigned a theme based on an iconic Air Max sneaker - mine was the Air Max 90.
THE AIR MAX 90
THE AIR MAX 90 PUSHED THE BOUNDARIES OF TECHNOLOGY.
ITS STYLE PUSHED THE BOUNDARIES OF CREATIVITY.
IT WAS NOT AFRAID TO BE DIFFERENT.
IT WAS NOT AFRAID TO BE PLAYFUL.
IT WAS NOT AFRAID TO BREAK THE RULES.
THE AIR MAX 90 TURNED RUNNING UPSIDE DOWN.
I wanted to create a fully immersive experience that best demonstrated the Air Max 90 and its impact on history.
Taking cues from the OG Air Max 90, we began with the foundation: Infrared (the original colourway from 1990). The Air Max 90 paved the way to a more bold and creative approach, introducing Infrared for the first time, having only done primary colours in the past (the Air Max 1 started with red and blue), as well as introducing more unconventional material pairings in its design. It became a perfect blank canvas for many artists, and inspired perhaps the most memorable artist collaborations and colourways of our time.
Thus, the idea was born: an Infrared upside down room.
We installed bleachers on the ceiling, upside down framed prints of the sneakers I alluded to in my artwork (see below), and track lights on the floor to represent the stadium lights and also illuminate the room. We also had a heel grip designed for the wall (found on the back of the sneaker where your achilles is) and a custom AM90 neon light.
The ceiling mural pays tribute to 10 iconic Air Max 90 colourways while also speaking to Toronto. The design was based on a running track - the part where the oval curves and it transitions from the first 100m to the next - to symbolize the next leg of the race, the next runner. The AM90 was next.