I focus on strategic thinking, product experience, and communication tackling creative challenges with an explorative and multidisciplinary approach.

Dialogue and inquiry are at the very heart of my work. I consult and mentor creatives, designers, and marketers, influencing their overarching approach to creative challenges.

I am currently working at Adidas, as the Senior Manager of the MakerLab, an innovation hub with the mission of empowering, inspiring, and connecting the adidas creative community.




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shout@andreabrena.com

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Senior
Manager

2021 -

Technical Manager

2019 - 2021

Sr. Specialist MakerLab Network

2017 - 2019

Co-Founder

2016 - 2019

Key Account Manager

2015

Intern

2013

Intern

2012

Intern

2012

Bachelor of Arts

2009 - 2014

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Welcome - This archive is permanently under construction and will be ever-ongoing -  To your left a space for thoughts and information on me and my evolving design practice - To your right a list of projects -

Human Upgrades Movement

The Human Upgrade Movement (THUM) is a research-based project developed between ELISAVA School of Design and Engineering and Adidas MakerLab. For the students, it represents the most important project of their academic career as it represents the culmination of their design and engineering training.
THUM aims to explore new paradigms for digital and functional identities, as well as identity ambiguity, multiplicity, and fluidity.

The Human Upgrade movement is based on a research venue proposed by Saúl Baeza and Oscar Tomico,researchers at “Future Everyday” Research group (Eindhoven University of Technology) and “FuturesNow” Research group (Elisava Research).

I mentored 2 of the 6 students in the program:
Graphic Designer Aina Martí
Product designer and engineer Laia Moras Visa

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Typography for stained glass installation
A parametric font design metaflop modulator
RGB Color method - Parametric design - Additive colors

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Adidas Ultraboost x Lego cage.
Collaboration with adidas Running Color and Materials Design:
Briefed by Alice Alfaroli - Sr. Color Designer - Adidas Running
Concept and first prototype to trap Lego units into the Ultraboost Cage

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Adidas boost re-branding explorations through digital crafts.
Collaboration with adidas Brand Design Identity:
Wordmark designed by Luis Callegari
Fabrication and photography by me

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Makerlab year book N.4 / 2020
300 pages - Editorial + interviews with 15 adidas employees
Digital print soft cover - 50 copies - Digital interactive version
Designed and edited by me
Contributions from the MakerLab global team and the Adidas community

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Graphics generated in Rhino - Grasshopper
Personal ongoing research.

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Johannes Itten square generator
Programmed in P5.JS this basic software allows the user to randomly generate color combination while controlling the proportions of all the squares.

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Physical & Digital Craft
Birifringent materials, lasercutting and polarized light.
Lasercutting and EVA foam
Lasercutting and heat-sensitive paper

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A framework for a chronological archive of projects

This website aims at being a timeless destination to host my on-going process. As my interests expand in different disciplines, it was important to be able to identify projects and category in a chronological timeline, valueing my overall process and evolution rather than each single project or exploration.

By hovering on each headline an image preview appears on the left columnn.
By clicking a drop down section opens up revealing media such as text, images, and videos.
Rest your eyes, consume less, with dark mode.

The website is designed in Webflow and inspired by the work of Joost Grootens.

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Informing and inspiring the adidas community through exhibitions
DIGITAL MATTER_S strives to bring clarity and light on the crossover between digital and physical creation. The exhibition is a showcase of the work of some of the most talented 3D designers in Adidas, and an overview of learning and upskilling opportunities within the company.

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Film production in collaboration with MotionBakery

Film narrative
What makes us who we are? What makes each and every one of us so unique and special?
Our daily life is an ever-evolving adventure.
We are in constant transformation, defining the pace of culture, reshaping ourselves, employing new forms of expression, defining new directions.
But we really see what makes us unique when we view ourselves in relation to others.
We look for partnerships, complementary ideas and matching visions.
We form relationships.
We look for that link that bonds us, driving us towards something new.
We start to see ourselves through the eyes of others and we begin to question our status quo.
We thrive in communities based on our shared values, but also on those individual differences that create unexpected creative collisions.
We are empowered by our collective mindset consisting of unique parts.  
We create, we share, and we connect.
The world is just one click away from us.
We are makers and doers.
Exploring that area between the digital and the physical world, between code and matter.
We benefit from the best of both.
By EMPOWERING, INSPIRING and CONNECTING, we’re shaping our environment.
We’re getting better, every single day. We’re driving positive change.We are who we are both through the lens of the individual and the collective.
We accomplish the unthinkable as we travel from one idea to a shared, embraced mission.

Special thanks to Shaba Mosheni for the copy editing support

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Engaging with the Adidas creative community through workshops and a exhibition
30 Participants and a 4 hours workshop in the adidas Speed Factory in Ansbach.
The exhibition showcases the process of the project and the 30 footwear prototypes, breaking down the complexity of innovative technologies.

Exhibition in collaboration with Stephen Russell

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Facilitation of lecture series and workshops to foster creativity in the adidas community.

Guests:
Sissel Tolaas x adidas Football - Scent and the gym of the senses
Thomas Lommee - Openstructures x adidas Retail - Modular systems
Eugenia Morpurgo and Sophia Guggenberger - AnotherShoe x adidas Originals - Modular Footwear design
Massimo Banzi - Arduino x adidas IT Innovations - Electronics and Maker culture
Daniera ter Haar & Christoph Brach - Raw Color x adidas Creative Direction Color and Materials - Colour Research
Cris Wiegandt & Lacy Barry - Crizilla x adidas Brand Design Identity and Packaging - Paper-craft and Stop-motion animation

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Hack the Factory workshop
Footwear prototype engineered by the Ansbach adidas Speed Factory.
Upper construction via patch placement of lasercutted padding, textiles and TPU membranes.

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Podcasting is happening
Mints is a podcast mini-series about the adidas Clark Kents and the Peter Parkers who devote their evenings, weekends and holidays to chasing dreams which complement their professional lives. Stories about makers and doers that aim at inspiring my colleagues to chase their after-work dreams and missions.

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Marea
logo includes the word “Marea”, Italian word for “tide” but also for “a lot of”.
Finding meaning both in the metaphor of a tide that reveals unexpected stranded objects and in the agency’s wide portfolio of craftsmanship and factories, the word Marea has been the most representative word to describe the exploration of the Italian manufacturing heritage.

The logo is made by a wave extracted from three semi-circle, a straight line that shows the high tide and the capital word “MAREA”.

Marea’s website is a minimal, yet functional website that on its landing page shows the agency’s Instagram feed.
Promoting the process of research and discovery, of connection and documentation had to be as real time and as up-to-date as possible.

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Active between 2016 and 2019, Marea was a design consultancy that developed Made in Italy manufacturing solutions.
I co-founded Marea with the intent of exploring the Italian manufacturing districts to create connections with design companies abroad while promoting the Italian "saper fare" (know-how) and cultural heritage.
In the images above a selection of our projects that we developed for differet clients.

Clients:
- Vincent Sheppard
- Muun
- Niclas Jorgensen
- MyKilos
- Coordination Berlin

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Wonder Lamp is a light study that revolves around a dichroic filter, a diffuser and a gesture.
The lamp can be switched on simply by pulling a small cord. The lamp shades,

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Future-proof scenarios and product development
Domestick Landscapes is a system of magnetic textile modules that can be combined in order to accommodate different functions depending on the user needs. The system is thought to be used as a temporary and evolving space separation layer in the current and future home, smaller and more open than ever. The project is the first consolidation of my interests in living trends and in anticipating human needs with a new system of products. The project required close collaboration with an Italian embroidery workshop in order to develop a manufacturing method to trap magnets into textile layers using many embroidery heads simultaneously.

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Arm-knitted and hand-crocheted furnishings
Knitted army
is a collection of furnishings made by arm-knitting or hand-knotting textile offcuts from textile factories.
The strong craft element of the project links the maker to her/his product making every product unique.
The performative aspect of the process made this project viral enough to start a movement of DIYers across the world. As the Wall Street Journal reports Knitted Army can be recognised as the first spark of the Arm Knitting movement.
Knitted Army has been shown in galleries and museums such as Bensimon Paris and Bauhaus Archive Berlin and in many other design events across Europe between 2012-13.

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A teatrical setting for a nomadic exhibition in Milan
‍When I stepped into Fabien Dumas office for my internship interview, I thought I was going to design lamps for the upcoming 6 months. It turned out that instead, I worked on a big group exhibition for Ventura Lambrate in collaboration with Werner Aisslinger Studio and the event agency DMY. The concept of the exhibition was to stage the products in theatrical settings. While helping Fabien on the fabrication of his own theatrical settings, what I mostly enjoyed was to contribute to the making of the exhibition. My ideas were taken into account, such as the idea of hosting every setting in a shipping crate lifted on two trestles. The format of the crate was back then thought to be like a picture format 4:3.
In this way by taking a picture of each designer's work, the work would have been more sharable on social media like facebook.
Few years later Flip Sellin, founder of Coordination Berlin, asked me if I was to design the exhibition again what I would do differently. My answer was that I would make square shaped crates.

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