A trip through cities all around the world, stopping in the shoes of men who share a vision with Preventi, a way of working, living and dreaming… and a challenge: knowing them closer, and letting them choose their favourite pair of shoes from the collection. Which one is yours?
Florence, Tuesday 13th of January, 2009.
In Luisaviaroma Adidas celebrates its 60th birthday in honour of originality. Felice Limosani, digital storyteller of the design shop brings life to a modern building where a black liquid mass moves to the sound of magnetic field forces. “The liquid state might be nature’s greatest privilege. Whatever is a liquid can be transformed and change state, it can evaporate or solidify, but it never looses its essence; it has no limits and it knows how to adapt to its surroundings. Just like creativity. That is why being original and being liquid is nearly the same thing”.
Florence, Thursday 19th of February, 2009.
The liquid man tells us about his creative work at his own studio. Dj for 20 years, Felice has rhythm in his veins and can mix concepts, emotions, technique and technology like no one else can. Firms like Fiat, Pucci,Lacoste, Tods, Nokia, Breil, Puma or Adidas, already work with him. They don’t pay him to create publicity that sells but rather to publicise the real values of a brand using tools that are somewhere half way between art and design. Paradoxically, his works sells. And although this telephone just doesn’t stop ringing, Limosani is undoubtedly a man true to his name: happy.
Felice Limosani summed up in 42 words:
Blue is my colour. I like the taste of tomatoes, olives and ice cream. My life is like a song. Don’t ask me what I do; just ask me how I do it. We are all co-creators. I never travel without my mac. Life is fascinating and full of interesting paradoxes. I really feel at home there where I have love . I like the smell of the freesias. Every brand has a beautiful love story behind it. I would set up my next studio directly on Internet if it was at all possible. “Six memos for the next millennium”, by Italo Calvino, is one of my favourite books. The Aeolian Islands is where I would seek refuge.
Love is my partner. The next place that I would like to visit? Probably an island. A third Renaissance is just around the corner. For me the future is like farm land without poppies… but that is why I am here. Just like Noah Kerner said, “On a night full of music and dancing at a club, only the Dj knows what song is coming next”. *
More so in: felicelimosani.com.
Portrait: Federico Cavicchiioli.
The“Felice” model is a “noce” colour double faced suede leather moccasin, with peened Italian leather sole, machine washed, naturally dried and hand finished. Its Goodyear stitching got its name from the manufacturer who at the end of the XIX century invented a special double stitching shoe technique which has become a versatile, practical, life long accessory. The Goodyear models, which are in technical terms so difficult to make, are highly valued by lovers of quality shoes.
“I like to be stylish, but at the same time I appreciate comfort a lot. I don’t like to feel constricted, not even in designer clothes. That is why I have chosen this model, because it’s very comfortable”.
“What is more I can wear them all day long and look perfect, both for an early morning meeting at work and for an evening dinner. The third reason is: I adore simple things that have a special story and something out of the ordinary about them; the story behind this Goodyear, with its handmade finish and difficult production technique, for someone like me who knows nothing about shoe technology, is just fascinating”.