In the realm where sneaker culture meets street style, the collaboration between ASICS Sportstyle and SVD (Sivasdescalzo) emerges as a beacon of innovation and cultural fusion. The anticipation peaks as ASICS, the iconic Japanese sports brand, announces an exhilarating pop-up experience in partnership with SVD, the renowned sneaker retailer, exclusively debuting at Bred Abu Dhabi.
Dates: 24th – 28th April
Location: Bred Abu Dhabi, Yas Bay Waterfront
The Fusion of Cultures: A Sneaker Enthusiast’s Haven
From April 24th to 28th, the vibrant Yas Bay Waterfront transforms into a five-day celebration of global cultures, weaving together music, fashion, art, and sports. At the heart of this convergence lies the ASICS x SVD pop-up, offering a captivating blend of Japanese tradition and contemporary urban flair.
Aesthetic Harmony: Japanese Architecture Meets European Brutalism
Spanning two meticulously curated floors, the installation transports visitors into a realm where classical Japanese architecture harmonizes with the raw, industrial aesthetics of brutalist European art. This fusion sets the stage for an immersive exploration of the latest ASICS releases and exclusive collaborations from SVD, including Needles, Hidden NY, WOODWOOD, and Curation Models by Kiko Kostadinov Studio and ASICS.
Philosophy in Motion: Embodying “Sound Mind, Sound Body”
At the core of ASICS’ ethos lies the philosophy of “Sound Mind, Sound Body,” a principle echoed throughout the exclusive space. Seamlessly blending sleek minimalism with an atmosphere of disruptive creativity, the pop-up mirrors the evolution of culture and design. Inspired by ASICS’ latest campaign promoting movement as a catalyst for holistic well-being, the space invites visitors on an immersive journey through the concept of art in motion.
Immersive Experiences: Art, Customization, and Creative Expression
Central to the pop-up experience is the immersive circular space, aptly named “Art in Motion,” where guests delve into the world of sneaker customization by acclaimed artists such as Ali Cha’aban, Junaynaah, and Kickstq. Engaging talks and videos offer insights into the designers’ creative processes, showcasing how design transcends boundaries and moves the soul.
As guests indulge in refreshing beverages at the Ice Cream Bar and partake in Sip & Paint sessions, creativity flows freely, encouraging artistic expression and mindful engagement. The ambiance pulses with energy as local DJs and exclusive parties hosted by Soho House, Green Room, and House of Yanos infuse the space with rhythm and movement.
Neo-Cultural Nexus: Where Music, Fashion, Art, and Sports Converge
BRED Abu Dhabi emerges as the quintessential destination for this avant-garde spectacle, epitomizing the essence of neo-culture. By seamlessly blending elements of music, fashion, art, and sports, the ASICS x SVD partnership transcends conventional boundaries, offering a unique and immersive experience for enthusiasts and connoisseurs alike.
Don’t Miss Out: Mark Your Calendar
Join us from April 24th to 28th at Bred Abu Dhabi, Yas Bay Waterfront, and immerse yourself in a world where innovation meets tradition, where creativity knows no bounds. Experience the power of cultural exchange and creativity firsthand as ASICS and SVD redefine the intersection of style and substance. Don’t miss the opportunity to move your mind through product, music, and food.
