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The coolest coat of Berlin Fashion Week? Sneaker pool

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August 1, 2022
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The coolest coat of Berlin Fashion Week?  Sneaker pool
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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.

Taking a closer look at the laces on Hornback's sneaker pool, the adidas ZX 10000 is a pair to replicate.

Taking a closer look at the laces on Hornbach’s sneaker pool, the adidas ZX 10000 is a pair to replicate.

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.

The craftsman works to match the massive Hornbach sneaker pool to the authentic Adidas ZX 10000.

The craftsman works to match the massive Hornbach sneaker pool to the authentic Adidas ZX 10000.

“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.

Tile and wire were used to create the back of the Hornbach Sneaker Pool.

Tile and wire were used to create the back of the Hornbach Sneaker Pool.

Get a better look at the hot tub built into the Hornback Sneaker Pool.

Get a better look at the hot tub built into the Hornback Sneaker Pool.

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.”

Hornbach craftsman builds and paints the company's larger-than-life sneaker pool for Berlin Premium Fashion Week 2022.

Hornbach craftsman built and painted the company’s larger-than-life sneaker pool for Berlin Premium Fashion Week 2022.

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.

Berlin Premium Fashion Week attendees enjoy a warm soak in the Hornbach sneaker pool.

Berlin Premium Fashion Week attendees enjoy a warm soak in the Hornbach sneaker pool.

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.

A full front view of the finished Hornbach sneaker pool as shown at Berlin Premium Fashion Week 2022.

A full front view of the completed Hornbach sneaker pool as shown at Berlin Premium Fashion Week 2022.

He added, “For Hornbach, sneakers and DIY are both creative self-expression. This playful and massive project combines the two mediums.

The post Berlin Fashion Week Coolest Coat? Sneaker Pool appeared first on Dornob.



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