A long-time passion project of mine has been opening an art gallery rooted in sneaker, sports and hip-hop culture. The blank slate would be cleared each month to present another brand/brands as works of art with QR codes and descriptions next to displayed art. It’s an extremely risky proposition in a sneaker culture fueled by Nike and Jordan Brand. Attempting to focus solely on one brand for an extended pop up when the majority of those who wear sneakers as art, could lead to an early closure… or would it? Diadora end has answered this question with their Hoodie release. Three sneakers are treated to color blocking and techniques signature to the Bauhaus Movement.
The Mi Basket Dessau arrives in two colors and with the N9000 Dessau rounding out the drop. While Diadora end does an initially excellent online job with Blu merchandising, after clicking through the display falls flat. At this point the company should have sought out art directors and docents who could provide texture and clarity to why the colors and brush strokes on the sneaker are representative of Bauhaus. The layout should have translated into a physical space for Diadora, but instead the drop online is given a few pics on IG, but it doesn’t carry the opportunity to convey a meaningful message about the cultural aspect and importance of Bauhaus. The collection does provide me with insight into how and why the concept of a sneaker art gallery is a viable concept. Consider this layout for the space: stark white walls, sneakers on platform display shelves, artwork in the style of Bauhaus by local artists, QR codes for the website with information on the craftsmanship of the sneakers and the designers…
This would take engagement by the brand but imagine learning about each item in detail from those who made it. Imagine having the opportunity to purchase giclée’s to showcase with that pair of sneakers bringing the conversation piece aspect full circle. Every Friday during Diadora’s Bauhaus would feature listening parties or pre-date lounging opportunities. I’ve been dreaming about launching this concept and Diadora end offers the chance to see if it works, but ultimately working with brands on such a fast moving, limited monthly drop format would be extremely difficult. I can see the opportunity and it makes me hopeful. Read more about the Bauhaus Movement on the link above and visit Diadora end to check out the Hoodie collection: Diadora end Heritage – Diadora end Online Shop