Matt Bucknall - Chariots of Fryer
Inspiration was taken from the most unhealthy and unethically produced food that could be thought of.
The project aims to be a tongue in cheek take on exercise, fitness and motivation. How many people buy sports equipment with good intentions only for it to be found collecting dust on top of the wardrobe 3 weeks later? Inspiration was taken from the most unhealthy and unethically produced food that could be thought of, fried greasy chicken from a high street chicken shop. You know, Chicken Ranch, Chicken Bungalow, Chicken - insert random dwelling description or royal title after the word Chicken, and you get the name of one of these establishments.
The actual act of deep frying the trainers of course renders them completely unusable, making any form of sport or exercise with them impossible, stripping away the shoes potential and original intentions. On the surface the image of the shoes in the box is quite arresting and immediately witty, given the name of a fictitious takeaway, but when you think about what they represent a little more, there is a realisation that the idea is working on other levels. As well as being amusing it's also a commentary on people's attitudes towards fitness and exercise today, with child obesity and unhealthy eating on the increase.