Gallery Noir - New Balance Project Break Down

With New Balance, our intention was to test a question we kept asking ourselves: does creative liberty actually exist? Under the name Gallery Noir, we gave four artists the same brief: Rocío Aguirre, Souloner, Adriandglez and Soaptwo each got three pairs of sneakers, and the rest was up to them. Rocío came back with a diary of her summer, Souloner shot inside his 90s restoration car, Adrián stripped everything back to natural materials, and Soaptwo went straight to the texture of the shoe. The four chapters became Creative Balance, a 109-page photo book. They then moved off the page and into Amen Espacio in Madrid as an exhibition, with a tee carrying the manifesto on its back.

The idea was to give just enough guidelines to set a direction, and enough freedom to let each artist make the work their own.