© Haavard Holmaas
Masfjordnes, Vestland.
2020
“Few fields are more obsessed with the idea of authenticity than the creative professions. There is a deliberate pursuit of authenticity – an attempt to recreate it, or somehow systematically harvest its force. Thus the race begins to manufacture this elusive energy for maximum output, often with monetary gains in mind.
Yet true authenticity, like most of the deeper workings of the universe, can not be commodified or contrived without a substantial loss of life energy in the process. In its most potent form, it is unadulterated, already there.”
[NO]
Hand Sewing Tour hadde som mål å tydeleggjera dei menneskelege kvalitetane ved skokolleksjonane til FEIT, som alle er sydde for hand. Turnèen starta i 2018 og besøkte fleire storbyar på tvers av Asia, Europa og Amerika. For turnèen vart det òg utvikla eit eige grafisk uttrykk.
Retail experience
Illustration Art installation
Carried out 2018 – 2020
Paris
Shengzhou
Beijing
Tokyo
LA
[EN]
Aiming to clearly establish the hand made, distinctively human quality of all footwear styles, the Hand Sewing Tour launched in 2018 across a range of cities in Asia, Europe and America together with a distinct graphic expression.
[EN]
The tour was accompanied by its own visual identity, contrasting the minimalist core brand design language while adding a illustrative, human touch.
[NO]
Turnèen fekk sin eigen visuelle identitet som skapte ein illustrativ og menneskeleg kontrast til det eksisterande, minimalistiske formspråket i merkevara.
[NO]
Turnèen stoppa i Europa, Nord-America og Asia, med arrangement i Paris, Los Angeles, San Francisco, Shenzhou, Beijing og Tokyo.
[EN]
The tour made stops in Europa, North America and Asia, visiting cities Paris, Los Angeles, San Francisco, Shenzhou, Beijing and Tokyo.
Process
© Haavard Holmaas
Masfjordnes, Vestland.
2020