Mission
Relaunch the website of the Y-3 luxury fashion label for the Fall/Winter collection 2004/05.
Implementation
The user in the front row. Models parade the new collection on a virtual catwalk. Turn them around their own axis and view them from different perspectives. Zoom shots show details of the pieces of the collection. Light is the central, recurring element. Neon lights, light cubes and luminous fields create different light moods. The product in perfect focus. Disco meets prêt-à-porter. Dynamic captions and a Paris preview video intensify the futuristic look and feel. Videos and artwork lavish produced in a blue-screen studio. And followed by post-production. Developed and executed by Neue Digitale.
Conclusion
Realistic presentation and interactive fashion experience. The internet used as the dominant marketing channel for the Y-3 brand. A decisive factor for increasing image and sales levels. And for positioning Y-3 as an innovative label. The leading online-driven lifestyle brand, which wins all important awards for its digital communication.
