story

Seongsu

Air Max 95 Big Bubble

Hello, we are fio press. We are a design studio and independent publisher exploring various fields to invite a fresh exchange of ideas and perceptions.

While others may rush through the day we’re the ones who pause and look closely even at a piece of chewing gum

stuck to the ground.
Rather than accepting things at face value, we find joy in discovering a different expression within them creating a new message from that process of exploration.

This approach reflects Seongsu — a place where past and present coexist and are continually reinterpreted.
Air Max, too, has evolved over time by reworking conventions and shaping new ways forward.

Based on this connection to Seongsu, we explored the hidden codes within the Air Max 95 Seongsu.
It’s been really cool to see how this neighborhood became the canvas for this shoe, 

with all the subtle details.
The '211' on the heel intuitively represents Seongsu Station number 11 of Seoul Subway Line 2.

These small but thoughtful details feel closely aligned with the way we work.
Discovering elements that people may overlook and re-presenting them in new ways. 

The coarse texture of the midsole inspired by 
Seongsu's buildings, especially the exposed concrete,
adds a sense of aged yet sophisticated refinement.

While the reflective details on the surface catch the eye like a vibrant Seongsu pop-ups, the original Air Max 95 form is
concealed underneath.

Seongsu is a place that has continued to evolve through the coexistence of its past and present. We hope this sense of coexistence to endure for a long time. We choose to look at Seongsu as it is in this moment more slowly, and with greater care, and to document it. 

Even if it eventually changes into something else, we hope these scenes can become the foundation for new transformations.

Behind the Design:

Air Max 95 Seongsu

Air Max 95 Big Bubble

Seongsu