The Wieden+Kennedy Tokyo LAB took a Nike Air Max 360 and turned it into, for lack of better words, an aquarium. It’s an interpretation of how different environments interact with humans.
The shoes we received were AIR MAX 360, which emphasizes the air in the soles more than any other
NIKE shoe. So we decided to create something based on the concept of air, the main quality of this model.
What we did was keep the soles filled with air as is, but take off the upper part of the shoe and use it to mold a clear material into that shape. This became an aquarium for goldfish, a representative aquarium fish in Japan.
What you can see from the relationship between a goldfish and air in this microcosm, a shoe, is the human society and the microcosm that contains it. It’s the relationship between the earth/nature and creatures, and the correlation between athletes and NIKE, who contributes to the characteristics of the human body by giving air to shoes. That is the thinking behind the name of this art piece, the ABUKU (Japanese “BUBBLE”).
We hope that the people who see this small aquarium built on NIKE Air will stop to think about the artificial/natural environments that surround us and the connection between humans and other living creatures.
More on the LAB here.