ASICS Kinetic Playscape opened at Milan Design Week, an immersive installation that pairs the new GEL-KINETIC 2.0 running shoe with a retro-futurist experience at Milan Garage 21, ASICS said.
ASICS said the display, presented during Salone del Mobile, is the brand's first consumer-facing activation in Italy and was created to introduce the GEL-KINETIC 2.0 to design and sneaker audiences.
ASICS Kinetic Playscape at Milan Garage 21
The installation, called the ASICS Kinetic Playscape, was staged inside Milan Garage 21 during Milan Design Week's Salone del Mobile furniture fair.
According to ASICS and the Los Angeles design studio NUOVA, the Playscape guides visitors along a five-stage route that intentionally blurs the line between real and surreal, illustrating the brand philosophy, "Sound Mind, Sound Body."
Design and creative collaborators
NUOVA curated the space to fuse Italian radical design with Japanese minimalism, creating a retro-futurist setting for movement and play, the studio said.
ASICS worked with several creative partners to heighten the immersive feel. Staff uniforms were designed by SOSHIOTSUKI, the Japanese bespoke label that has received recognition from the LVMH Prize, ASICS said.
French designer Matéo Garcia curated a live music program intended to emphasize the connection among sound, physical motion, and emotional energy, ASICS said.
GEL-KINETIC 2.0 shoes on display
The centerpiece of the ASICS Kinetic Playscape is the GEL-KINETIC 2.0 sneaker, developed at the ASICS Institute of Sport Science in Kobe, Japan, the company said.
ASICS described the shoe as drawing inspiration from early 2000s running models while adopting a future-facing aesthetic. Key features include Scutoid GEL cushioning, a TPU support structure for enhanced stability and rebound, and a sculpted, motion-focused upper designed for everyday gait.
Visitors to the Playscape could try on the GEL-KINETIC 2.0 to experience how the product responds to movement, and select Milan retail partners offered the shoe for purchase during the event, ASICS said.
