Y-3 x StudioXAG: The Future of Sportswear

StudioXAG defined a visual identity to launch Y-3 Sport worldwide. Designs were created for Y-3’s own brand locations in London, New York, Tokyo and Shanghai, alongside a global toolkit for shop-in-shop and concession spaces.

The collection’s nonconformist mantra spanned each in-store space, enhancing the renegade aesthetic of the collection alongside steel fixtures and bold campaign imagery.

Product was displayed on a metalwork footwear plinth with angular cut-out stripes.

In each window display, the collection mantra was abstracted and cut away to frame an asymmetrical steel structure which was entangled with black electrical cables. A steel clad screen showcasing the collection campaign film was suspended from black rubber strapping within the structure.