[ Formavision ] Reebok Flash store

American designers Formvision have created a pop-up store for sportswear brand Reebok in New York, USA.

Located in a 3,000 square-foot gallery space, the shop sells limited edition shoes and clothing designed in collaboration with visual artists Rolland Berry, John Maeda and the estate of Jean-Michel Basquiat, alongside Reebok shoes designed in the 1980’s.

“The design of the space plays with sense of depth and perspective, tricking the eye by extending three dimensional shapes into distorted graphic patterns,” say Formavision.

The store will remain open until 15 December.

The following is from Formavision:

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Formavision develops “Reebok Flash,” Reebok’s first ever pop-up store
 169 Bowery @ Delancey, New York City 
Open Tuesday to Sunday, 11am to 7pm | Nov. 15 - Dec. 15, 08

On Saturday November 15th 2008, British sportswear company Reebok unveiled “Reebok Flash”, the brand’s first ever pop-up store. Located in a 3,000 square-foot gallery space on the Bowery, “Flash” will be open daily until December 15th, and will feature limited-edition sneakers and exclusive apparel collections designed in collaboration with renowned visual artists Rolland Berry, John Maeda and the estate of Jean-Michel Basquiat.

“Reebok Flash” will also relaunch several of the company’s most popular sneaker lines from the 1980s, including the groundbreaking Pump and the iconic freestyle series, which became synonymous with stylistic and technological breakthroughs in the spheres of aerobics and cross training. 
 
Experiential design and creative services agency Formavision, which conceived and developed the concept store, took inspiration from Vorticsim, an English arts movement from the early 20th century noted for its dynamic interpretation of Cubist and Futurist principles.

Combining Vorticism’s vibrant aesthetic with an assortment of cultural cues ranging from Purple Rain to Miami Vice, Flash Dance to Thriller, Formavision sought to capture the pop spirit of the 80s in order to create the ideal environment to reintroduce these classic styles from Reebok.”The design of the space plays with sense of depth and perspective, tricking the eye by extending three dimensional shapes into distorted graphic patterns, a camouflaging technique reminiscent of the Royal Navy’s dazzle ship graphics from the First World War,” notes Formavision founder and creative director Sebastien Agneessens.

“Our intent is to provoke and perhaps confound visitors by making them feel as if they are stepping into a poster rather than a store.” 
 
Formavision is a New York-based experiential design studio that specializes in creating branded environments and cultural content to support and activate non-traditional marketing strategies. Since its inception in 2003, Formavision has been connecting its clients with key tastemakers and members of the creative community by conceiving and deploying projects that include the Diesel Denim Gallery, Lexus Light & Speed, the World of Coca-Cola, and the Starbucks Salon.