The NIKE AIR MAX REINVENTED EXHIBITION kicks off its four day bank holiday viewing today at arch 402, off Cremer Street in Hoxton. We made our way down to the launch last night to check out the artwork that the brand commissioned five london based artists to produce, to continue with the quarter-century celebrations of the AIR MAX.
We dont really know too much about art and dont really get it, if we’re totally honest, certain parts of ‘artworld’ seem real strange places, with their license to sh!t on a canvas and sell it for £2.4m, but this stuff we get, and if you know your Air Max, and can see straight, then you’ll relate to this set of works without any trouble at all, as each artist has set about reflecting their chosen model of the icons with an excellent ease, and the exhibition is an interesting mix of stills, visuals and 3D craftsmanship.
With double figure, must-have drops in the first few months of this year, and two excellently put together celebratory events in the space of one, its evident that NIKE clearly take it’s Air Max arsenal very seriously indeed, and this year could well be the highest grossing in both coin and kudos for the brand, as it continues to dominate the opening few months with a bombardment of excellent releases.
Within the first hour, Arch 402 had pretty much filled up, and with the refreshments staving off our thirst, we caught up with friends, colleagues and other attendees, and chatted about the displays and their subjects that adjourned the walls and columns of the gallery space. The artists chosen for the project are Matt Box, with the Air Max 1, Bruno Drummond & Gemma Tickle with the 90, Rosy Nicholas worked with the 95, Oscar Bolton Green chose the 97 and Sam Coldy had the Air Max 2013.
We managed to pick up an extra set of the well put together fanzines too, made up of five in total, as theres a different cover to showcase each of the works, and all come with an individual hand painted still (one of 500) from Matt Box’s Air Max 1 animation. We’re going to sort out a competition to give you the chance to get your hands on some of this before it’s all gone for good, and we’ve also got a set of the five limited edition prints that are on display, which we’ll be adding to the pot too. Make sure you’re following us on one or more of our social feeds, so you’re in with a chance of grabbing yourself the sets and we’ll announce the details shortly.
Huge thanks to NIKE, EXPOSURE and PROTEIN for the excellent evening and congratulations to all the artists involved, for their superb work and interesting reinventions. If you’re in London town over the bank holiday, make sure you head over to the NIKE AIR MAX REINVENT EXHIBITION, which is located at the Hoxton Arches, Arch 402 Cremer Street, London, E2 8HD from Friday 29th to Sunday 31st March 2013 – 11am – 6pm.
Full info on the artists involved, and how they reinvented their Air Max icons, can be found on the link at the bottom of the page, because they deserve their own page, they’re that good!