FEIYUE AUSTRALIAN LAUNCH
Originating in Shanghai, the Feiyue sneaker first appeared in the 1920s. In 2005, a group of French sneaker aficionados took over the brand and re-worked the entire production process to create a new visual identity. In 2011 the footwear anomaly that went from a disappearing Chinese icon to Europe’s item du jour makes its official Australian debut.
For their recent launch events across Asia, Feiyue invited several Asian based artists to create mobile art installations inspired by their shoes. Participating artists include shoe customizers SBTG and Hypethetic, interactive design studio Arcade, creative agency Assembly, graphic artist Mojoko, and illustrators Mindflyer and Zxerokool. In their ongoing spirit of creative collaboration, four Australian artists have been invited to create their own Feiyue reinventions to exhibit alongside the Asian installations at the Australian Launch this February. Australian artists involved are Brisbane artist Haw and Drewfunk, Tom Vincent and Prizm all from Melbourne. All artists have been given total creative freedom to reinterpret the Chinese born, French owned sneaker brand.
The Feiyue Australian launch event also features an installation of ARO – an exhibition of artworks and wooden sculptures by French artist and Feiyue collaborator Steph.Cop Melbourne based creative agency ACCLAIM is building an installation to showcase Feiyue product and hosting the event. Please join us as we tell the Feiyue story so far and debut a showcase of the Feiyue Spring/Summer 2011 Range Feiyue co-founder Nicolas Seguy will be in town for the launch and is available for interviews.
LAUNCH: Thursday February 3rd, 2011 (Range showings until February 10th)
WHERE: NO VACANCY Gallery- 34-40 Jane Bell Lane, QV shopping Complex, Melbourne 3000. (enter from Russell St)
FOR PRESS ENQUIRIES PLEASE EMAIL: VINCENT@ACCLAIMMAG.COM