Muro.exe is an experimental project involving visual, industrial and conceptual designers as well as biomechanics experts, fashion designers and illustrators. The aim is to create the best contemporary hybrid shoe for urban use. Besides of the visual identity and brand materials, the studio was part of the creative process of the shoe itself. A work group with experts in industrial design, conceptual, visual, ergonomics, materials (or fabrics) and photography was created to develop the design of the product.

To create a disruptive concept you need to change the creative process, involving experts that are usually not involved in the product design. We tested, far from the shoes designers.

Purity, unusual and mysterious were the three main keywords in charge of representing the identity and its communication.