METREON (FOAM CITY)
The brief was to create a concept & color story for the SS20 innovation project “Foam City", later known as "Metreon". This project included in-depth consumer research, defining the global trend & direction, color palette, color application, early design iterations, and tech pack creation.
CONSUMER
Sport & lifestyle consumer (“Street Inquirer” & “Trend Adopter”)
Style is important. Footwear is part of the outfit.
Commutes into the city and is on their feet for long periods at a time
Casual runner
Comfort is a priority
Performance function is a plus
Competitors: Hoka, Nike Zoom Fly, Adi Ultraboost, Sketchers
OPPORTUNITY
The city is hard, and consumers are looking for comfort. Foam City aims to protect consumers from a harsh world by using our best lightweight foam and use a lot of it.
DESIGN AESTHETIC
Absurdly comfortable, strangely lightweight
More foam
Ultra-soft cushioning
Extreme proportions
Quirky silhouette
Witty & imaginative personality
Playful color
LIGHTWEIGHT COMFORT
FUNCTION: How it works.
PUSH PROPORTION
STYLE: How it looks.
BOLD & FUN
ESSENCE: How it makes you feel.
