BIOM Infinite Public Project"The ultimate innovation-driven athleisure sneaker."
The BIOM Infinite is the first concept by ECCO Labs, created taking inspiration from the BIOM project, originated in 2009 as the first running shoe developed using ECCO’s Direct Injection Technology. This limited edition is where BIOM’s original concept of natural motion meets hi-tech materials and cutting-edge innovation to deliver the ultimate multi-purpose trainer.
Press & Links
The challenges for this project were:
To attract a new segment of customers
To market ECCO in a cross-generational and cross-disciplinary position, approaching the market with an advanced technological edge.
To compete with some of the most iconic inspirational brands on market.
To achieve these goals, the concept of BIOM Infinite was concentrated around customization and innovative materials. This was communicated through the product and the visual identity and the immersive digital user experience. This pushed the boundaries by combining urban and tech savvy for the branding, packaging and overall language used.
The logo is a play on the original BIOM logo combined with an edgy infinite sign, showcasing the endless possibilities the product offers through customization.
Digital design providing unique touchpoints online, just as in-store, by guiding users through an immersive e-commerce experience. An online edition that allows the consumer to choose the iteration of the BIOM Infinite they want for their pair through automated tuning.
BIOM INFINITE BY ALESSANDRO FURCHINO CAPRIA, LONDON 2023
BIOM INFINITE BY ALESSANDRO FURCHINO CAPRIA
The BIOM Infinite was launched as a fully new website and sneaker concept. To create a coherent consumer experience, the action plan of this digital launch focused strongly on brand positioning and media strategy.
Collaborating with media such as Dazed, Wired and Culted to get the product story across strongest as those are also technology focused besides footwear and lifestyle. This combination of tech x lifestyle was also crucial for the selection of the most suitable European faces for the BIOM Infinite project to inspire trust and communicate directly to the consumer.
Design Direction & Visual Identity
Humberto Jimenez, Marieke Wouda
UX & UI Design
Marieke Wouda, Syra Mistry
CreditProduct Design
Humberto Jimenez, Patrizio Carlucci
Campaign Photography
Project 703
GTM Strategy
Patrizio Carlucci, NXTGN, Marieke Wouda
Product Design
Humberto Jimenez, Patrizio Carlucci
Campaign Photography
Project 703
GTM Strategy
Patrizio Carlucci, NXTGN, Marieke Wouda
Design Direction & Visual Identity
Humberto Jimenez, Marieke Wouda
UX & UI Design
Marieke Wouda, Syra Mistry
Next:ECCO Plus e-commerceConceptual design for e-commerce platform that offers customizable footwear.
