HypeDeceased // Nike

Art Direction / Design

— 2021

HypeDeceased 2021 is a series of digital and physical artefacts designed to promote the history of Nike and celebrate Sneakerhead culture. 

The challenge with this project was to tap into Sneakerhead culture and create an experience that reframes hype culture, inspiring Sneakerheads to sustainably consider the methods in which they consume or engage with their trainer collections. 

The solution was to design alternative ways to experience what we know as luxury, including objects that challenge how we interact with this subculture, through preservation, obsession and worship. 

Art Director: Lilli Conreen
Photographer: Alina zum Hebel
3D Designer: Jonathan Yau
Sculpture: Lilli Conreen