Summary
- ASICS debuted the immersive Kinetic Playscape at Milan Design Week to launch the GEL-KINETIC 2.0
- NUOVA designed the five-part, retro-futuristic journey blending Italian and Japanese aesthetics
- Highlights include custom SOSHIOTSUKI uniforms worn by staff, accompanied by curated music by Mateo Garcia
At this year’s Milan Design Week, ASICS SportStyle is launching its first public experience in Italy – the ASICS Kinetic Playscape. Located at Garage 21 in Milan, this immersive installation is designed to showcase the new GEL-KINETIC 2.0 sneaker.
Designed by the Los Angeles studio NUOVA, the Playscape was an immersive installation that combined the bold aesthetics of 1960s Italian design with the clean simplicity of Japanese minimalism. Visitors experienced the installation as a five-stage journey, progressing from earthly environments to more ethereal spaces – a concept reflecting ASICS’ belief in the connection between a healthy mind and body.
To make the experience even more engaging, ASICS collaborated with artists and designers. They commissioned custom tracksuits from Japanese label SOSHIOTSUKI, which recently won the LVMH prize, and asked French designer Matéo Garcia to create a soundscape that emphasizes how sound, movement, and feelings are connected.
The event centered around the new GEL-KINETIC™ 2.0 sneaker, created by the ASICS Institute of Sport Science in Kobe, Japan. The design takes inspiration from running shoes from the early 2000s, like the GEL-KINETIC 4, GEL-FRANTIC, and GEL-TORNADO, but updates the classic look with modern technology. Key features include Scutoid GEL cushioning for comfort, a supportive TPU cage for stability, and a design built for everyday activity. Attendees could try out the sneakers in an interactive space, and the model was also available for purchase in Milan through select retailers.
View this post on InstagramA post shared by ASICS SportStyle (@asics_sportstyle)
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