Editorial: MRBAILEY® x adidas OZLUCENT
[Phase01] : EPHYRA
2022. A research facility somewhere deep under international waters. MRBAILEY® leads a team of expert adidas researchers and designers in an underwater experiment. Objective: understanding aquatic life forms and how natural engineering systems can influence the latest footwear technology. Outcome: OZLUCENT.
The OZLUCENT, presented by MRBAILEY® and adidas Originals, is a concept model inspired by the lifecycle of the Aurelia Aurita, colloquially known as the ‘moon jellyfish’ and serves as the inaugural concept model of the OZMORPHIS series. The shoe takes its design cues from three phases of the Aurelia lifecycle: the Polyp, Ephyra, and Medusa. The Polyp, essentially a plant like structure, embeds itself into the ocean floor and gradually segments upwards, creating clones of itself until what is known as the Ephyra breaks off and becomes a juvenile jellyfish. The tentacled lifeform which is 95% water and feeds on a diet of plankton eventually grows into a Medusa (a fully formed, adult jellyfish) which can grow up to two feet in width. The OZLUCENT represents the earliest stage in the OZMORPHIS development established by MRBAILEY® and adidas Originals – conceptual, energetic, and comprised of the raw design technologies which will define the future models in the series. Informed by nature, shaped by fantasy. Evolutionary engineering reconsidered for the urban sprawl. From the ocean floor to concrete slabs.
Combining a biomimetic design ethos with intricate construction technology MRBAILEY® has encouraged nature and technology to work in collaboration and created a shoe that has its heels dug firmly in the future. The rare opportunity to create new tooling exclusively for this model means that the shoe has been designed from the ground up and has provided the perfect opportunity to create the most conceptual model of the collection. The OZLUCENT features a cushioned adiplus midsole and neoprene inner sock encased between a rubber outsole and a complex polyurethane skeletal upper. The model features an incredibly complicated protective structure which uses three unique moulds to create the upper alone, wrapping itself around the entirety of the shoe like the oral arm of a jellyfish to protect the maximal adiplus sole unit. The underside of the outersole features three graphics which represent the 3 stages of Aurelia Aurita that inspired the shoe – the one on the heel represents the Polyp, the Medusa on the centre, and the Ephyra on the toe.
Staying true to his personal design ethos MRBAILEY® has meticulously designed every aspect of the OZLUCENT experience, making sure that the wearer is submerged from the moment they accept their delivery. Rather than simply presenting these shoes in a box, they are encased in an inflated amniotic sac created using sugarcane and cellulose which sits inside a custom grown mycelium casing which has been grown around the sac to form another protective layer. The casing features a hidden chip which will direct your phone to a hidden website which reveals an in-depth breakdown of the design and its inspirations. Even the shipping unit has been designed to mimic the pattern on the hood of the jellyfish, a touch that ensures the consumer is immersed in the fantasy at every stage of their experience with the OZLUCENT, from delivery to foot.
The exaggerated features of the shoe push the fantasy elements of the project into reality. These shoes weren’t designed on land - they were designed in a research facility deep underwater to bridge the gap between marine biology and manmade technologies, and that’s exactly what they look like. The OZLUCENT exists somewhere between fantasy and reality. With a limited run of just 60 pairs, MRBAILEY® and his research team have picked 60 specific civilians whose style sits in the same arena as the OZLUCENT to receive the extremely limited product. Somewhere between real life and fantasy, the OZLUCENT marks the conceptual opening in MRBAILEY® and adidas Originals’ creative partnership, unlike any other collaboration before.
MRBAILEY® x adidas OZLUCENT
Editorial Credits:
Photography by Tayler Prince-Fraser
Art Direction by John Chen
Lighting by Breandan Mcbennett
Hair and Makeup by Scarlet Walker
Photo and creative assisting by Louis Flashman
Production by Alex Ayodele
Assistant Production by Nazy Shahani
Modelled by Kai
Words by William Penny