Formavision conceives Reebok’s first pop-up store, “Reebok Flash”
169 Bowery st, New York
Open to the public
Nov. 15 / Dec. 15, 08
On Saturday November 15th 2008, British sport apparel company Reebok unveiled “Reebok Flash”, the first pop-up store in the history of the brand. Located for one month in a 3,000 square-foot gallery space on the Bowery, “Reebok Flash” features exclusive limited-edition sneakers and special apparel collections developed in collaboration with visual artists Rolland Berry, John Maeda and the Jean-Michel Basquiat estate.
“Reebok Flash” intends to re-introduce popular sneakers from the 1980s, such as the famous Pump and Freestyle series, synonymous with aerobics and women’s fitness. It is the style of the pop 80s culture as glorified in Purple Rain, Miami Vice, Flash Dance and Thriller, combined with early 20th century English art movement Vorticism that guided creative agency Formavision in the design and art direction of the concept. According to Formavision’s founder and creative director Sebastien Agneessens, “the design of the store strongly plays with the sense of depth and perspective, confusing the eye by extending three dimensional shapes into distorted graphic patterns, following a camouflage technique reminiscent of the Royal Navy’s dazzle ship graphics from the First World War. Our intent is to challenge visitors by making them feel they are stepping into a poster rather than a space”.
Formavision is a New York-based creative agency specialized in experiential design and non-traditional marketing campaigns. By conceiving and activating projects such as the Diesel Denim Gallery, Lexus Light & Speed, the World of Coca-Cola, the Starbucks Salon and Reebok Flash, Formavision has been connecting brands with the creative audience since its creation in 2003.
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