Y-3 Base Takeover

Context

Y-3 is a luxury sportswear brand born from the collaboration of Japanese fashion designer Yohji Yamamote & Sportswear giant Adidas. As an agency, we were tasked with bringing the signature aesthetic of Y-3 to the Adidas LDN store as part of a Base takeover.

The aim was to provide a dynamic journey through a space that feels unique, purposeful and brand inspired, with a real focus on presenting Y-3 as a premium brand.

The space was to feel modern and atmospheric, with subtle nods to the Japanese Ryokan interior style.

Creative

The job of the 3D team was to visualise our Creative department's designs for this take over, providing photorealistic images to aid with the storytelling, presentation of the customer journey, and show a true representation of the mood we wanted to achieve in the space.

To make this possible, we spent a lot of our time creating materials and 3D assets that felt real and premium and representative of the quality of Y-3. There was a strong focus on different Steels, Woods and stone materials used across the design, pulling from the Japanese Ryokan inspiration while staying true to the colours and tones of Yohji Yamamote's work.

Lighting was a huge factor in driving the customer journey and creating the mood for Y-3. We used low ambient lighting and spot lights to create strong highlights and shadows, giving us the contrast seen in Yohji Yamamote's work and crafting the customer journey through the space.

This project is an excellent example of how CGI can be used to present the mood and intent of creative designs in ways that just wouldn’t be possible with drawings, mood boards and spoken words in presentations.