adidas AG. Y-3 Lightbox

Relaunch the website for the luxury fashion label Y-3. Focus on simple, clear usability that quickly leads users to product details.

The Y-3 Fall/Winter collection 2008 focuses on the contrast between technology and innocence. Empty, artificially lit boxes are the centrepiece of the website. “Walking models” in colourful styles breathe life into the coolness of the installation. They use the screen as a catwalk. The styles are presented in video sequences. Users view the clothes from various perspectives. In double the screen size. For a more intense product experience. The navigational grid is constructed out of “light boxes”. The navigation through the product details is fully intuitive. Styles and clothes that fit each other are shown automatically.

Contrasts are used as a core element of the collection and are applied intelligently. This new kind of product experience guides users through the collection – intuitively and innovatively – setting new technological standards.