Oakley | One Obsession

Commissioned by Oakley for their global One Obsession campaign and exhibited at Oakley in Residence, London, Memento explores the mindset behind freestyle BMX. From the Latin meaning “to remember,” the work traces the residue of repetition: scuffed attempts, micro-adjustments, and the quiet pause before momentum returns. Obsession reveals itself not in immediate triumph, but in sustained motion. Presented as a three-dimensional interactive installation featuring a rotating wheel, the piece invited visitors to spin it, echoing the cyclical nature of practice, endurance, and the relentless pursuit of landing the trick.