Adidas opened the doors of its most sustainable flagship store to date under the motto “Renew Berlin”. The three-story, 1400m² Adidas Berlin flagship store stands for regionality, sustainability and the brand’s deep roots in sports. The store features Project bECOme, a 3D printed installation created by designer Arturo Tedeschi using more than 300 kg of recycled plastic.
The suspended 17 meters long bECOme sculpture symbolizes the urgent commitment to turn waste into resources, passing through different transformation processes. It also expresses an attitude that considers plastic-waste-ending as a mission to pursue through communication, education and daily actions. The sculpture itself is a sustainability statement as it was made using recycled plastic turned into PLA filaments implemented in the printing process.
Arturo Tedeschi is among the best-known and most experienced designers using additive manufacturing. Among several high-profile projects, he is internationally renowned for his sculptural and visionary approach combined with research on advanced design methods, materials and fabrication technologies. His use of digital technologies blurs the line between disciplines and emphasizes the semantic and emotional values of objects which engage all the senses. Qualities such as functionality, sustainability and innovation are always complemented by a vision where forms are capable of triggering an emotional response and inspiring the user.
As a consultant, he collaborated with world-known brands and offices such as Ross Lovegrove Studio, Zaha Hadid Architects, Adidas, Volkswagen, providing services related to algorithmic modeling, complex geometry, digital fabrication, virtual reality and data-driven design. He is also the author of the book AAD Algorithms-Aided Design unanimously considered the global reference on the subject and since 2011 he promoted and directed several events and workshops that trained a generation of students and professionals. In 2019 he was appointed Italian Ambassador for Design by Italian Ministry of Foreign Affairs. He lives and works in Milano.