Monday, 1 December 2008 | Levent OZLER
Formavision Creates "Reebok Flash" Shop
British sportswear company Reebok unveiled "Reebok Flash," the brand's first pop-up store. Located in a 3,000 square-foot gallery space on the Bowery, "Flash" will be open daily until December 15th and will feature limited-edition sneakers and exclusive apparel collections designed in collaboration with renowned visual artists Rolland Berry, John Maeda and the estate of Jean-Michel Basquiat. "Reebok Flash" will also relaunch several of the most popular sneaker lines from the '80s, including the groundbreaking Pump and the iconic freestyle series, which became synonymous with stylistic and technological breakthroughs in the spheres of aerobics and cross training.
Experiential design and creative services agency Formavision, which conceived and developed the concept store, took inspiration from Vorticsim, an English arts movement from the early 20th century noted for its dynamic interpretation of Cubist and Futurist principles. Combining Vorticism's vibrant aesthetic with an assortment of cultural cues ranging from Purple Rain to Miami Vice, Flash Dance to Thriller, Formavision sought to capture the pop spirit of the '80s to create the ideal environment to reintroduce these classic styles from Reebok. "The design of the space plays with a sense of depth and perspective, tricking the eye by extending three dimensional shapes into distorted graphic patterns, a camouflaging technique reminiscent of the Royal Navy's dazzle ship graphics from the First World War," notes Formavision founder and creative director Sebastien Agneessens. "Our intent is to provoke and perhaps confound visitors by making them feel as if they are stepping into a poster rather than a store."
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