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.