story

Hello, we are fio press. We are a design studio and a multi-platform publisher exploring various fields, not following trends, but exploring what lies beyond them.

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 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 comes from Seongsu Station, the 11th stop on 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. As we hope this sense of coexistence endures for a long time, we chose to look at Seongsu as it is in this moment, more slowly and with greater care, to document it.

Even if it someday takes on a different form, we hope these moments help lay the groundwork for something new.

Behind The Design

Air Max 95 Seongsu