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adidas Y-3 Cubes

Award: Wood Pencil

Wood Pencil / Online / Primary Brand Websites / 2006

Y-3 is a high end luxury fashion brand that was developed in cooperation between adidas and the Japanese designer,Yohij Yamamoto. The Y-3 autumn/winter collection 2005/06 was introduced to the lifestyle oriented consumer exclusively via the Internet. Upon entering the site, the user sees a model in a cube. When clicked, the model detaches his or herself from the wall, rotates on an axis and springs into a new acrobatic pose. One further click and the entire room rotates 90 degrees, and with it the model wearing the Y-3 autumn/winter collection 2005/06, therefore displaying the styles from many different views. In addition to the styles shown in the cubes, the entire Y-3 collection is displayed in the product area. The adidas Y-3 collection is presented in a new multimedia space dimension that breaks away from the norm, hence creating a bizarre and extraordinary effect.

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