NYFW
Brand Identity, Web Design, ARNew York, known as one of the world's foremost fashion capitals, has an illustrious history in the industry. Every year, the city hosts New York Fashion Week (NYFW), a grand event that is now approaching its 80th anniversary. To pay tribute to this momentous occasion, I envisioned a captivating and sophisticated branding system that captures the essence of NYFW.
Drawing inspiration from the iconic photograph "Lunch Atop a Skyscraper,"I incorporated 3D-rendered steel beams into the design. These beams serve as a symbolic representation of the city's resilience and determination.Just as New York was built from the ground up, defying the odds and establishing itself as a global powerhouse, NYFW has also emerged as a remarkable force in the fashion world.
The use of the steel beams as a distinct design element not only pays homage to New York's architectural heritage but also establishes a visual connection between the city's history and the evolution of NYFW. It creates a sense of unity and continuity, highlighting the profound influence that both entities have had on each other throughout the years.
Drawing inspiration from the iconic photograph "Lunch Atop a Skyscraper,"I incorporated 3D-rendered steel beams into the design. These beams serve as a symbolic representation of the city's resilience and determination.Just as New York was built from the ground up, defying the odds and establishing itself as a global powerhouse, NYFW has also emerged as a remarkable force in the fashion world.
The use of the steel beams as a distinct design element not only pays homage to New York's architectural heritage but also establishes a visual connection between the city's history and the evolution of NYFW. It creates a sense of unity and continuity, highlighting the profound influence that both entities have had on each other throughout the years.
Utilizing the well-known imagery, I created an instagram filter within Spark AR with the 3D steel beams animated in Cinema 4D then exported as an image sequence. After importing the animation into Spark AR I tested multiple times on my phone to make adjustments to size, and color elements based on how it interacted with indoor and outdoor environments. The effect brings the branding to life and allows the viewer to interact with it more intimately through the lens of their phone. Going deeper into this integration, once the viewer posts on their story, they swipe up and gain access to an exclusive link to the NYFW closing party in collaboration with DKNY.
