FUTSHU - ESSENTAILS 2050

The ambition behind this project was clear: what products will we still need in 2050? "Essential 2050" explores which needs will remain constant despite technological and societal change, and envisions ideas that anticipate specific future developments.

The goal was not to hold a finished product in our hands, but rather to embark on a journey through time—thinking conceptually and speculatively within various scenarios to develop viable ideas.

The project was accordingly comprehensive in scope. We developed a product, a conceptual manufacturing process drawing on real-world 3D scanning and printing technologies, and a marketing strategy—encompassing everything from branding and editorial design to product presentation, including a promotional trailer.

Productdesign, Speculativedesign Futuredriven, Conceptualdesign, Team Project

Year: 2021

Prof: Christoph Fleckenstein

In collaboration with:
Benno Schulze & Calvin Middle

Analysis:

“The modern shoe has degenerated into a decadent phenomenon”

Today’s footwear is often not designed with sustainability in mind, nor is it truly tailored to the wearer; instead, it dictates sizes and shapes into which the foot must fit, disregarding human ergonomics or addressing only specific aspects of them.

The foot itself has increasingly faded into the background. The world of sneakers is teeming with countless colors, shapes, and materials—purported innovations that turn out to be merely short-lived trends, mass-produced, marketed, and distributed. These developments run counter to the principles of good design, which should, above all, be durable and functional.

Although we collaborated on every aspect as a team, the project was heavily shaped by our respective interdisciplinary skills. Calvin is a product designer specializing in materials and production methods, while Benno is a 3D artist with particular expertise in Cinema 4D and CAD. My own focus areas within the project were conceptualization, the visual narrative thread, and design strategy; particularly during the initial phase, I relied heavily on analog sketching and prototyping.

without add-ons

with add-ons

Branding

The project name "FUTSHU" was quickly found.
After a bit of thought, it made sense to combine the words "Future" and "Shoe" into FUT-SHU.

FUTSHU.

The three curved lines in the logo symbolize the three components of the shoe—sole, base sock, and appliqués—as well as the resulting key requirements: functionality, comfort, and individuality..

Trailer

Created by Benno Schulze / Studio Yema with Cinema 4D

Shay Pieper
Art & Design

Studio: Timeline Design
www.timeline-design.space

Art: LIPZ only
www.lipzonly.de

Imprint