I had the enormous pleasure of flying to Mexico City to represent SVA’s MFA in Products of Design and run a five day intensive workshop sponsored by Nike Air Max at the Centro University for Design and Communication. Centro conducts annual workshops with corporate clients under the name, Zona C. Zona C was timed to coincide with a large installation and party celebrating Nike’s global Air Max Day at Centro’s gorgeous, year old, LEED platinum certified campus.
The Air Max Zona C brief charged the students with exploring how to deepen Air Max’s market penetration as a lifestyle brand in Mexico’s youth culture. After five days of ceaseless research, sketching, filming, prototyping and deck building, the 15 exhausted students presented their work to the Centro community and the Nike Air Max MX office. I am happy to report that the project was a hit and that talk of continuing the work with additional workshops is still buzzing.