Create a shoe but from extraordinary and utterly unexpected materials. This was the brief given to four different artists for the new advertising campaign for GDS March 2012. And the creative results are indeed both individual and extraordinary.
No less creative but all the more ephemeral is the ice boot by Thomas Tremml. The creation process as such was time-consuming; the water to be frozen at minus 8 degrees had to be kept constantly in motion before the 100 kg “ice blank” could be converted into a solid yet transparent boot using special carving tools and mills plus great precision.
Describing his passion Thomas Tremml says: “Ice fascinates me, I simply can’t break away from it.” He always thought of making a shoe or boot of ice. “To me shoes are the most important garments,” he explains and adds “At my “ice-cold” workplace my shoes have to be extremely functional, water-proof and insulating at temperatures around minus 30 degrees.” But the brief for the GDS advertising campaign also intrigued him because he places a lot of emphasis on high-quality shoes in his private life. “To my mind shoes should be made of exquisite materials, feature appealing design and boast excellent wear properties.” Nothing more but nothing less either.
© Agentur Feuerland, photo Ernst Alexander