FENDI

Baguette 25th anniversary

Brief	Created in 1997, Fendi’s Baguette bag has become an iconic, minimalist accessory that has crossed continents. To celebrate the 25 years of this bag, Fendi needed a web experience as an homage and a new way to address the customer journey online. To amplify the experience, Fendi asked us to produce AR and social contents to orchestrate the whole communication.
Role	Conception // UX-UI design // 3D design // AR filters // Social contents // Development // Maintenance
Collab	Conception in collaboration with Altava Group. Sound design by 404 human.

VIEW WEBSITE

view website

the Palazzo della Civiltà Italiana

Reinterpreting the Fendi’s HQ in Roma since 2015, 25 Baguettes are showcased in the building facade. Each bag was carefully modelled with its specific texture and material to form a true object of desire.

The user is active, invited to collect every Baguette from the facade to unlock a special AR filter that can be used on social platforms. All bags can be bought directly from this experience on the e-commerce of Fendi, creating a new purchase tunnel for the Italian fashion house.

AR FILTERS

PROCEDURAL SKY IN WEBGL & OPTIMIZATIONS

There were 25 models of Baguette and 2 textures for each bag to load before the experience starts. We had to manually compress every texture to reach a small file size while keeping an excellent rendering quality. Another challenge we faced was the sky animation. We decided to create a fully procedural sky in WebGL. To have more control over the overall mood, we added a lot of rendering settings.

recognition

THE FWA	FWA OF THE DAY
CSS DA	SITE OF THE DAY

Egonlab & Apple

/ Only Lovers Left Alive

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FENDI

Baguette 25th anniversary

the Palazzo della Civiltà Italiana

a new way to APPROACH the ONLINE customer journey for Fendi

PROCEDURAL SKY IN WEBGL & OPTIMIZATIONS