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.