On the glamorous backdrop of the Milan Design Week 2024, the stylish trio—adidas, Juventus, and the Swedish Girls—have embraced each other in a harmonious union of fashion, art, and sport. The celebration centers around the chic adidas Originals Essentials capsule collection that Juventus proudly donned as part of adidas's nostalgic delve into their archives back in November 2023. Within the radiant heart of the adidas Flagship store in Milan, this fascinating alliance is taking product collaboration to new heights.
Indeed, adidas, Juventus, and the Swedish Girls, marry their collective creativity into a cross-disciplinary lovechild centered around the "Seats System" project. "Wondering who these Swedish girls are?" Micaela winks, "Let me enlighten you!" Meet Mira Bergh and Josefin Zachrisson. These edgy dames, concurrently seated in Milan and Stockholm, are the Scandinavian design moguls that have masterminded the versatile seating project. Unsurprisingly, the heart of the collaboration reflects the authentic 1970s tracksuit by adidas Originals.
To intensify the nostalgic nuances of the collaboration, it's been expertly paired with the cherished Juventus bench where it all started in 1897. And guess what, from the 16th of April, you can view this collective endeavor at the flagship adidas store in Milan. This fabulous display will remain up for an entire week, until Sunday, 21 April. The cherry on top? Watch out for Juventus’ Andrea Cambiaso, Samuel Iling-Junior, Timothy Weah, and Kenan Yildiz as they will be showing face throughout the week.
"But what IS the Seats System?" you inquire enthusiastically. Stay tuned darlings, a series of bewitching revelations lie ahead. Crafted with ingenuity, this modular seating system is conceived from the brilliant minds of Swedish girls. You wouldn't have thought that, would you? All facets, from their meticulously chosen radii to their sleek profiles and explicit angles, cumulate into a masterful system, technologically sculpted yet nut-and-bolted with the authenticity of human touch.
The dedication to sustainable materials and social consideration underscores the adaptability of these Seats Systems, finding compatibility in diverse spaces—from public squares to private patios, both amidst the city hustle and against tranquil natural backdrops. Enlightened? Good. If sporting is more your style, don't delay. Like these impeccable modular seats, self-expression is not confined to any single space. It adapts, it expands, it fills the corners of our lives.
