Feit debuts ‘Man vs. Machine’ art installation
Feit on Thursday debuted its new FW16 footwear with an art installation at The New Museum in New York City.
The Man vs. Machine installation was an immersive audio-visual experience that showed the levels of craftsmanship and manufacturing that goes into the production of Feit footwear. Carry-forward and brand new footwear styles were on display on wooden fixtures at the show and a master craftsman was seated in the center of the room to show the production process.
The film portion of the installation showed how Feit footwear is actually made. First, the spotlight was placed on the machines that produce the materials that are used to make Feit shoes, and then the video makes “man” the subject showing how he handcrafts the footwear. During the film, a spotlight fixated on the master craftsman in the room illuminated the entire space as he sewn soles on shoes and hammered them to make them fit properly.
Co-founder Tull Price developed the installation and film concept over the last few years drawing on his many years of experience and pursuit of quality in the footwear industry.
New York-based director Jack Riccobono made the film itself and collaborated on the installation with Benjamin Millepied, the director of Paris Opera Ballet, composer Nicholas Britell who composed for The Big Short and 12 Years a Slave and installation artist/designer Jordana Maisie who designed Feit Prince St & Greenwich Avenue.
Feit opened the installation to the public on February 4 and has made the film available online.
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