Brief

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Create an immersive runway show for the return of Y3 encompassing the essence of the brand and it’s radical designs.

Concept

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The show is for the brand Y3 (Adidas & Yohji Yamamoto) and envisions a dystopian factory in the near future. The factory produces generic designs until it suddenly malfunctions, causing the machines to gain sentience and express this through the radical designs subsequently sent onto the runway.

Runway & Backdrop Design

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Either side of the runway sits two large structures in Y3’s signature orange colour depicting the logo pushing out of a plastic texture. This acts as a contrast to the structure’s monochromatic palette. Behind this is the backstage area, from which the models will enter the structure.

Show Invitation

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The show invitation is a set of concrete cubes each engraved with a letter from the logo. Concrete was chosen because of its industrial connotations aligning with the factory theme.

Event Logo

The elements of the logo are laid out in a modular system, much like a set of stacked cardboard boxes. Adidas’ 3 Stripe acts as an ‘i’ and the Y3 logo acts as the Y and S. The colour palette is monochromatic with an accent of orange from the Y3 palette.

Floor Plan

Early floor plan designs which show a custom curved seating area either side as well as an earlier design of the runway which was to be a conveyor belt. This design was later changed to a more conceptual version for the runway.