"If you have a body, you are an athlete."

PPS longs to bring inspiration and innovation to every athlete. We seek to offer the highest purity and lightness in every experience, connect with the user in finding the spiritual through his body. PPS is body, machine-body, maximum performance, purity, asceticism, spirituality, artificiality, simulated nature, calm, acceleration, lightness, liquidity, transparency, synthesis, appearance, simulacra, uniformity, posthumanism and hyperreality. It aims to explore the ideas of improving the body and the search for spirituality through the synthetic, artificiality and consumption.

PPS’ project revolves around two main conceptual axes. On the one hand, the brand idea: PPS, a trademark, adopts the advertising mechanisms and a corporate identity, to analyze and experiment with strategies for building brand image and move them to an artistic context where its fictionalized and artificial nature must be analyzed.

The other axis of the PPS’ project developed along with the brand image is an analysis of the imagery associated with mineral water. This product is used to articulate the advertising mechanics around it, as it has many interesting connotations. Among them it is included its link to the cult of the body, its natural character, converted into product by an industrial process, the ability to convert a basic and accessible well in nature in a luxury and desire object, its advertising association with the exotic, the concept of liquidity, its use as a meme and the constant references to this product in the viral Internet culture.

PPS seeks to recreate cold, empty and artificial spaces. A consumption scenography but devoid of that purpose, presenting a clean and visually attractive appearance, which recreate the hyperreal nature of a shopping center: a scenario presented as desirable, safe and cozy, but that is revealed as a simulated reality, where all traces of nature are represented by artificial materials or imported in a display of exoticism, and where the images are deliberately designed for desire.