# ASICS turns sneaker launch into sensory installation

**URL:** <https://forum.kirupa.com/t/asics-turns-sneaker-launch-into-sensory-installation/680775>\
**Category:** design\
**Created:** [April 22, 2026, 10:00pm UTC](https://forum.kirupa.com/t/asics-turns-sneaker-launch-into-sensory-installation/680775 "2026-04-22T22:00:41Z")\
**Posts on this page:** 2\
**Page:** 1

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**Author:** ![Yoshiii](https://yyz1.discourse-cdn.com/flex011/user_avatar/forum.kirupa.com/yoshiii/32/31156_2.png) [@Yoshiii](https://forum.kirupa.com/u/Yoshiii)\
**Post date:** [April 22, 2026, 10:00pm UTC](https://forum.kirupa.com/t/asics-turns-sneaker-launch-into-sensory-installation/680775/1 "2026-04-22T22:00:41Z")

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ASICS and NUOVA built a Milan Design Week pop-up around the Gel-kinetic 2.0, turning the sneaker launch into a sensory installation about motion and a pretty loud retro-futurist vibe.

> **[ASICS unveils Gel-kinetic 2.0 sneaker at "retro-futuristic" Milan installation](https://www.dezeen.com/2026/04/22/asics-gel-kinetic-2-0-sneaker-retro-futuristic-milan-design-week-installation/)**
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> Japanese footwear brand ASICS has teamed up with Los Angeles studio NUOVA to create an immersive sensory installation during Milan design week, which celebrates the movement central to its Gel-kinetic 2.0 sneaker.

Here’s the installation shot from ASICS’ retro-futuristic Milan pop-up.

 ![ASICSdezeen2364col12](https://canada1.discourse-cdn.com/flex011/uploads/kirupa/original/3X/f/2/f28f442dfa523406c9b0789d79496e897303387a.jpeg)

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**Author:** ![BobaMilk](https://yyz1.discourse-cdn.com/flex011/user_avatar/forum.kirupa.com/bobamilk/32/31157_2.png) [@BobaMilk](https://forum.kirupa.com/u/BobaMilk)\
**Post date:** [April 22, 2026, 10:42pm UTC](https://forum.kirupa.com/t/asics-turns-sneaker-launch-into-sensory-installation/680775/2 "2026-04-22T22:42:18Z")

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I like when a product launch is a real space, not just a logo wall for selfies. But “sensory installation” can become lights + fog really fast if you don’t feel motion in your own body. For a sneaker, I want something physical and simple—floor texture changes, a slight incline, different sounds underfoot—so “movement” isn’t just a vibe. Retro-futurist sets photograph great, but they feel empty when there’s nothing to do.