Apr 18, 2016 10:47 AM EDT

Nike News: Brand’s Design VP Talks About Company’s Future And ‘Goose Bumps’

Nike's vice president of Global Design, John Hoke, and his team made their contribution to Milan Design Week. The company collaborated with contemporary designers to depict natural motion using different mediums.

Fortune reported that the Nike VP spoke with Wallpaper to talk about how the project came about. It was also revealed how the team picked the designers to work with as well as the company's fascination with form and function.

Nike's "The Nature of Motion" collaborations range from video installations and synthetic horticulture to kinetic sculpture, drum kits as well as out-of-this-world shoe prototypes. The exhibits were created by hand from about 20,000 and 25,000 Nike shoe boxes.

"The exhibit is focused on three things: collaboration, sports innovation and the notion of imagination," Hoke said. "To begin to get a glimpse into the not too distance future, showing where we think the world of design is going."

Nike's exhibition took two years to plan. However, John Hoke revealed that the company has been having the journey for 40 years and will continue on its pursuit of dynamic design.

"The concepts take us to the edge of what's possible," he added. "It's all about letting your dream of design overtake your logic of design. What I see are glimpses in those exhibits, details and ideas that will begin to point us in certain directions in the future."

The Nike Design VP promised that the brand will not compromise either beauty or function. "For us, the goal is goose bumps, a visceral reaction to something beautiful, because the best design should captivate at first glance," Hoke admitted.

Nike has recently decided to send off Kobe Bryant with a tribute video. The legendary Los Angeles Lakers player has played his last game on Wednesday.

Previous Nike news reported that the brand's ambassadors, such as LeBron James, Kevin Durant, Rob Gronkowski, Serena Williams and Odell Beckham, paid their tribute to the Black Mamba in a video. Bryant announced his retirement last November.

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