In this Dezeen movie, Nike’s vice president of global design John Hoke explains why the sportswear giant chose to put on a major exhibition during Milan design week this year.
“Nike has come to Milan for many years looking and observing and we felt that it might be of interest to not just come and witness but come and participate,” Hoke explains in the movie.
“Milan offers a unique venue and a stage to have a conversation with people that love design about where we want to take the world of sports going forward.”
Located within a former industrial space in the south of the city, The Nature of Motion exhibition presents installations by an array of international designers exploring the concept of movement alongside work by Nike’s internal design team.
“This exhibit is a great example of Nike showing how we collaborate with external artists, creatives and designers that are pushing culture and design forward,” Hoke explains.
There are eight installations by external designers, which are displayed against white walls made from stacks of Nike shoeboxes.
“As you move through the space you have these different opportunities of seeing each individual designer’s expression of interpreting and abstracting this concept of natural motion,” Hoke says.
Read more on Dezeen: http://www.dezeen.com/2016/04/15/video-interview-john-hoke-nike-the-nature-of-motion-exhibition-milan-2016-movie/
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