W+K Tokyo LAB Creates Air Abuku Aquarium
You've surely never seen a shoe project quite like this.
words_Nick DePaula Can't say I've seen this one before. Then again, that's often what happens when Weiden + Kennedy is behind the creative. The W+K Tokyo LAB, the Japan based chapter of the famously innovative US advertising firm, has recently created this re-built version of the Air Max 2003, incorporating a working aquarium fit to house goldfish aplenty. The Tokyo LAB team, consisting of Akio Iida, Daisuke Maki, Michiyo Ooi, Kuki Aakaeda, Genki Ito and Takeshi Kogahara, helps explain the creation in further detail below: "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 for "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." NIKE78 - W+K Tokyo LAB | 'ABUKU -?-' from NIKE78 on Vimeo.