The goal was to create a one-of-a-kind digital experience, inviting consumers to discover the shoe and its inspirations. The Zoom Spiridon Cage 2 ‘Carnaby’ was designed using the different eras of Carnaby street as inspiration.
Breaks and I created a gamified micro-site that allows users to explore the heritage of the shoe by exploring a virtual Carnaby Street and by giving the shopper the chance to create their own iconic Carnaby street character on the user journey.
The user is asked to select their character, designed by me. Starting with base options in race and gender, the user is then able to select from options of clothing and hair styles that pull from different subcultures of Carnaby that make up the inspiration behind the shoe. The variations in apparel include the Carnaby items such as the ‘welcomes the world’ sign fleece and always wear the Zoom Spiridon Cage 2. The subculture options include a mohawk (punk subculture), a pair of floral flares (hippy subculture) and mods.