Janne Kyttanen works on a new Asics viral campaign

FOC FOR  1.Jul.2009

ASICS, one of the most innovative sports footwear and apparel brands today, has launched the inspiring “What’s a left, without a right?” campaign. Conceptualized by advertising agency Amsterdam Worldwide, the campaign was brought to life by the design talents of Freedom Of Creation (FOC) and has become one of 2009′s most talked about branding initiatives.

“What’s a left, without a right?” celebrates a new collection of 80′s inspired footwear by ASICS, and underscores the company philosophy “Anima Sana in Corpore Sano”**, the diversity of the world in which we live, and is an engaging and stimulating reminder that in uniting our opposites, or other half, we can become stronger, smarter, balanced … and whole. The campaign also renews Amsterdam Worldwides collaboration with FOC – a relationship that started with FOC’s design collaboration in 2008 for the mega super-hit “Electric Tiger Land” brand campaign for Onitsuka Tiger. FOC understood the key elements of both the ASICS company philosophy and the new campaign developed by Amsterdam Worldwide and designed ten unique, 80′s-inspired objects.

FOC_Asics_Boxes2002 READ ON

FOC at the Stedelijk Museum

FOC Collection  27.Jun.2009

‘Repeat Please’ is a special exhibition at the Stedelijk Museum of ‘s-Hertogenbosch, where patterns and systems are the common characteristics. FOC Dahlia lights are part of the exhibition. More info about the exhibition, please visit this link to CCAA.

stedelijk 2009

Ted Noten in Art Basel

FOC FOR  20.Jun.2009

During the 40th edition of ART Basel, FOC and Ted Noten continue their collaboration. Ted designs a new series of jewelry, which is exhibited by Priveekollektie from Heusden aan de Maas, NL.



FOC lights Oceania Hotel by Fosters and Partners

FOC Collection  18.Jun.2009

D50 1597 Eco is a customized version of the D50 1597, which is initially designed for The Oceania hotel in St. Malo, France, designed by Fosters and Partners. By making the light 5 cm flatter, than the original version, FOC was able to match the budget from the client. This light is also now added in the FOC Collection.


FOC scales up their designs

FOC FOR  17.Jun.2009

There are a few 3D printing processes, which are aimed to build very large structures such as buildings. Here are the first images of our tests with the D-Shape process. We have a lot of faith for the future of this technology and we wish Enrico Dini and his team all the best with perfecting their process. Here is a link to D-Shape.