诺瓦打造的亚瑟士动感游乐区丨意大利米兰丨洛杉矶工作室NUOVA

For the very first time, ASICS raises its profile during the Salone del Mobile in Milan. The Kobe-based company has picked the Garage 21 venue in the city’s Risorgimento neighbourhood to present ASICS Kinetic Playscape, an immersive futuristic installation conceived to introduce the new GEL-KINETIC™ 2.0 sneaker, and invites visitors to explore the brand’s singular intersection of innovation, movement, and design (on through Apr 24).. Within a fictional ASICS research institute conceived by Los Angeles-based studio NUOVA, visitors navigate a retro-futuristic world of tactile, sensorial, and playful encounters. The environment blends Italian radical design with Japanese minimalism, dissolving the boundaries between installation and play, between memory and motion, inspiring emotional uplift. The experience is structured as a five-part immersive journey.

The ephmeral venue moves visitors through a sequence of spaces that shift from the terrestrial to the transcendent: from the weight of the earth underfoot to the lightness of a body in motion. As such, each chapter is a room, and each room is a state of being. Grounded in the scientific finding that just 15 minutes and 9 seconds of movement positively impacts the mind, the ASICS Kinetic Playscape becomes a living expression of the brand’s purpose, encouraging audiences to play within the space while wearing the latest sneaker. Unsurprisingly, the GEL-KINETIC™ 2.0 sneaker, the latest innovative project by ASICS SportStyle, designed at the ASICS Institute of Sport Science in Kobe, sits at the heart of the installation. Rooted in the concept of kinetic motion, the silhouette explores movement as both physical function and creative energy. Drawing inspiration from archival models including the GEL-KINETIC™ 4, GEL- FRANTIC™, and the GEL-TORNADO™ series, the new design reinterprets early-2000s running aesthetics through a future-focused lens.

Key features include Scutoid GEL™ technology for advanced cushioning, a TPU support cage surrounding the sole for enhanced stability and responsiveness, and a dynamic construction engineered for everyday movement and modern lifestyle wear. Visitors are able to experience and trial the GEL-KINETIC™ 2.0 firsthand, connecting product innovation directly with embodied movement. The final space of the ASICS Kinetic Playscape is home to an event space and bar where visitors can sit back, relax, or attend a listening session. Here, PAN, a Japanese neighbourhood bakery, kitchen, and wine bar founded by chef Tokuyoshi and Alice Yamada offers visitors complimentary coffee, drinks and snacks throughout the duration of the pop-up installation. The remaining listening sessions (by invitation only) at the ASICS Kinetic Playscape are as follows: Thuono on April 23 (6pm-7pm) and Marta Oliva on Apr 24 (6pm-7pm). © superfuture

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NUOVA

Images © ASICS

Photography: DSL Studio / Alessandro Saletta