As part of a daring display during Berlin’s premium fashion week from July 7 to 9, German DIY brand Hornbach stuck to the pool in giant sandals. In collaboration with German shoe store 43halb, Hornbach’s “sneaker pool” measures more than eight feet tall, 16 feet wide and weighs a ton. The massive kicks are modeled after the iconic Adidas ZX 10000s, paying close attention to replicating every detail. White mats lined the shoe’s upper to mimic the soft fabric, and wire mesh filled the sneakers’ webbing material. The details on the back of the heel are made of blue tiles, while artificial grass mats are placed under gray rubber sheets to complete the sides.
The project aligns with the Home & Garden Store’s mission to “encourage people to be as creative as possible, develop their own DIY projects and push themselves to no limits.” The project was particularly impressive “because the shoe, including the sole, is made entirely of materials from Hornback,” the company said in a press release.
“With the help of assembly instructions, anyone can build furniture at home,” he continued. “With Sneaker Pool, Hornbach is taking a step further into the sneaker scene.”
While this may seem like an odd direction for a hardware chain to take, off-the-wall advertising is familiar to Hornbach. “Don’t sneakers and pool go thematically together? We say: it really fits! Crazy projects are in our DNA! At Hornbach Sneaker Pool, we show just how far the current sneaker obsession can go.
Earlier this year, the DIY brand teamed up with production agency Hemat to showcase neglected gardens and leave their homeland behind for a fun trip to Hornbach. Along the way you run over dumpsters, compete in street races and get ticketed by a police officer.
“There’s a bit of anarchy,” Hemat founder Guido Heffles says of the brand’s advertising approach. “Making people feel good when they create and when they work.”
The company is also no stranger to collaborations, having recently collaborated with Chinese visual artist Ai Weiwei, who “creates complete artwork at home from DIY materials.” Before that, they worked with “Danish designer Sigurd Larsen and Japanese architect Yo Shimada.” [to design] Furniture from DIY materials only.
In addition to working with shoe store 43halb, the hardware brand has joined manufacturing company Neulant Van XL to assemble a huge line of footwear. The massive sneaker pool was unveiled at a special launch event, along with the “Emotional!” From “amazing” to “so amazing!” At least a few guests are allowed to try out the pool during the gala.
During the event, the company said, “The Hornbach Sneaker Pool is a tongue-in-cheek reminder that the outdoor pool season is in full swing and that anything can be done in the spacious pool from Hornbach.
He added, “For Hornbach, sneakers and DIY are both creative self-expression. This playful and massive project combines the two mediums.
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