By Editor Design.nl / 04-02-2008

"Electric Light Shoe", an entire city contained in a meter-long shoe, was created by Freedom Of Creation (FOC) designers for Onitsuka Tiger brand's 2008 advertising campaign.

For the advertising campaign FOC designers Janne Kyttanen and Mads Thomsen came up with a microcosm featuring a striking visual impact: an endless flow of multi-sensorial stimuli that reproduces and simultaneously deconstructs an urban landscape: an entire city contained in a meter-long shoe. One part of the shoe transforms into a landing strip for jets, while the side bands become highways that lead to an imaginary world. FOC used Layer Manufacturing technologies for the realisation of the project. USB keys and key ring replicas of the shoe will be available for sale.

Layer Manufacturing
Layer manufacturing is a process that allows for a CAD file to be transformed into a solid object. According to FOC the benefits of this process is that with a push of a button, the manufacturer realizes significant economic benefits, such as elimination of warehouse, stock, and assembly processes, extreme reduction in transportation costs and just-in-time production. FOC is the first company specialized in and the main innovator of design for Layer Manufacturing.

Freedom Of Creation
FOC, founded in 2000 and based in Amsterdam, focuses on cutting edge technology meets design. They were the first design company to specialize in design for Layer Manufacturing, developing products for its own FOC brand and for other design labels in a variety of sectors. Since 2000, their research into Layer Manufacturing has resulted in commercial product designs, the development of new industrial materials and software products, and has been the foundation for R&D projects with a range of industrial partners.

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