for Fred Perry x Raf Simons
The experience invites you to step into multiple narratively connected three-dimensional photographs, that display the evening of a regular house party - familiar to all of us.
The 80s Youth Archive photographs are centre stage of the Fred Perry x Raf Simons AW19 collection.
They are also the main source of reference for this season’s interactive lookbook which pays homage to the energy and feel of the era.
The visitor is welcomed as a guest into a virtual house unfolding different moments in time of a house party narrative. The visitor can explore and browse the collection through the eyes of evolving characters and social interactions as the night progresses. This way the user navigates through an intimate setting of friends talking, dancing and eventually extending their stay, all wearing the new Fred Perry x Raf Simons collaboration.
As an extension of the concept in the physical world, retail fixtures created from the closet in one of the bedrooms of the experience is materialised in stores in London, Tokyo and Berlin, in which the collection is hanging.
Concept Development, Creative Direction, Art Direction, 3D and Photography, Animation, Web Development, Retail Fixture Concept & Design