© 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]
Den New York-baserte merkevara FEIT sine showroom er forlenginarg av grunntanken i merket sin filosofi: å stå grunnstøtt i trua på den unike, enkle forteljarkrafta i verktøy, komponentar og materiale brukt i produksjonen av merket sine sko.
Retail experience
Art installation
Table design
Client work for FEIT
Carried out 2019
In collaboration with Mads John Thomseth
[EN]
Relying on the visual and narrative qualities of footwear tools, materials and components, FEIT’s spaces are an extension of the core creative strategy devised for the New York brand.
[EN]
For the brand’s Paris showroom, the strict and repeated composition of the bamboo shanks (used as stabilisers inside the shoes), draws attention to their uniquely individual nature, each varying slightly in size, texture and shape.
[NO]
Kvar og ein av bambusskafta i installasjonen har sin eigen unike form og tekstur, noko som vert framheva av den strengt iscenesette komposisjonen i merket sitt showroom i Paris.
Process
© Haavard Holmaas
Masfjordnes, Vestland.
2020