Kelly conceptualises the New Balance's iconic 'N ' as a centrepiece stretching outwards into a mandala of monster parts, taking on a modern twist to the classic symbol. Staying true to her unique style, she utilises the traditional crochet technique to stitch various 'monster' parts onto the art's mandala.
In celebration of New Balance's international Grey Day (15.03), Kelly Limerick was chosen as one of the 4 artists in Singapore to collaborate with the brand and create an artwork inspired by the relaunch of classic model #574 in its iconic grey.
Playing with different shades of grey, I created a classic crochet doily interspersed with random monster parts that has becoming associated with my brand. The main focus of this piece though, is the missing 'N'- as you can see from the title of the work- which has been hidden in plain sight at the middle of the work.
While the '574' is clearly seen in a lighter grey, I used a different tactic to subtly hide the iconic 'N' so it is visible only when the light falls on it in a certain angle and if a shadow is casted from it. Just like the identity of New Balance shoes, it is strong and immediately recognisable, yet does not shout for attention.
As part of the event, I also participated in a shoot with style and culture platform, Streething, to come up with a teaser video leading up to the big day. This was released on New Balance Singapore's site, along with three exclusive art pieces I made that were sold as merchandise.
