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Photos by Karel Chladek

Art/Brand Partnership: Reebok and Giovanni Contardi

Brands have long recognized the value of collaborating with artists. One such example is the collaboration between Reebok and the artist Giovanni Contardi.

Art Context curated this art installation as part of the launch event for Reebok's new shoe that took place at Never Apart, in Montreal in 2018.

Giovanni Contardi is a young Italian artist who has combined two passions together, his love of art and that of the mosaic. The result of these passions was a new kind of art using the Rubik’s cube, which proved to be the perfect vehicle for this collaboration where art and brand came together in an ephemeral installation that was both original and striking.