T

Как новые впечатления

     и ощущения могут изменить

     мир моды и вашу жизнь

спойлер: благодаря новым технологиям

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История моды видела немало коллабораций. Тем ценнее те, за которыми стоят общие интересы, общая миссия и общая цель — дать больше ощущений. Основатель бренда ZNY Георгий Яшин рассказал нам о том, как рождаются подобные совместные проекты, что важно в таких творческих союзах, и о том, чем коллаборация gloHYPER и ZNY отличается от всех, что были до нее. 


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           Специально для коллаборации с gloHYPER команда ZNY разработала три эффекта, которые «оживляют» принты и превращают их в анимированные объемные объекты — это метафора использования устройства glo™ HYPER и аллюзия на его широкую палитру вкусов. Это стало возможным с помощью технологии дополненной реальности.


           Чтобы увидеть, как принты «оживают»:

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<script async src="https://cdn.viqeo.tv/js/vq_starter.js"></script> <div style="width:100%;height:0;position:relative;padding-bottom: 217%;display: inline-block;" class="viqeo-embed viqeo-vertical viqeo-embed--a7820bb3a51b65556abd" data-vnd="a7820bb3a51b65556abd" data-profile="480" data-aspectRatio="2.1666666666666665"> <iframe src="https://cdn.viqeo.tv/embed/?vid=a7820bb3a51b65556abd" width="100%" height="100%" style="position:absolute;" frameBorder="0" allowFullScreen></iframe> </div>
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1

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          Скачайте приложение ZNY Now (AppStore, Google Play)

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2

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          Наведите камеру смартфона на изображение таким образом, чтобы оно целиком помещалось на экране (логотип HYPER x ZNY)


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3

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          Все, что происходит у вас на экране, можно сфотографировать или записать на видео. Обратите внимание, что в нижней части экрана есть возможность переключаться между тремя AR-эффектами.


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4

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          Посмотрите нашу видеоинструкцию, если что-то пошло не так.


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Наша новейшая история

начинается с 2018 года


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До этого момента ZNY были суперлокальным игроком, зарабатывали репутацию и лояльную аудиторию только в России. В 2018-м стало понятно: либо мы остаемся здесь, либо пробуем свои силы где-то еще. Тогда же мы познакомились с одним из наших первых дизайнеров и решили рискнуть — создать коллекцию, которую можно было бы показать в Париже. Пока готовили эту коллекцию, поймали ощущение полной свободы.

Когда ты делаешь уличную моду в России, первое, о чем думаешь, — поймут ли это люди, продастся ли это. Мы приняли участие в шоуруме в рамках недели моды в Париже и нас закупили байеры лондонского универмага Selfridges. Объяснению этому довольно банальное: индустрия в Европе находится на таком уровне, что она идет по кругу уже в который раз, ей необходимы новые имена. Наш успех не означал, что мы уникальные, но он показал нам, что мы нужны.



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         Когда ты делаешь уличную 

моду в России, первое,

о чем думаешь, —

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поймут ли это люди

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Именно в 2018-м году захотелось большего, и после Парижа мы прошли краткий курс истории новейшей моды


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Мы побывали на выставках в Лас-Вегасе и Нью-Йорке, пообщались с байерами бутиков по всему миру, сделали съемки рекламных кампаний и лукбуков. Мы поняли, что современная мода, то, по какому календарю она живет, то, как устроен творческий процесс и что стоит за процессом производственным, — все это не соответствует времени, в котором мы живем. Мы хотим менять сезонность, менять календарь, мы хотим быть здесь и сейчас, хотим творить в моменте. Мы горячо обсуждали тему see now buy now (возможность купить вещи из коллекции сразу после показа), и тут случился карантин. Все начали обсуждать резкую смену парадигмы, а мы уже жили в этой новой парадигме. Мы быстрее, мы современнее, мы идем рядом, мы общаемся с людьми одном языке. Мы не снимаем рекламные кампании за год до выхода коллекции, чтобы они стали неактуальными.

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Каждую коллаборацию нужно всегда рассматривать с двух сторон


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Результат должен быть ценным с точки зрения продукта или идеи либо с точки зрения сотрудничества двух известных брендов. Самое главное — значимость и своевременность. В числе наших коллабораций есть как локальные марки, так и международные гиганты (одна из последних — с glo™ HYPER). Мы никогда не выбираем вслепую, мы всегда общаемся с командами. С некоторыми брендами мы бы очень хотели сделать что-то вместе, но не сходимся в целях и ценностях. На первой же встрече с командой glo мы говорили на одном языке. Философия glo™ HYPER (мир, в котором впечатления и ощущения могут сочетаться бесконечно, здесь и сейчас) оказалась абсолютно созвучна нашей (ZNY не копирует прошлое и не предсказывает будущее — он находится в состоянии «здесь и сейчас», транслируя его всему миру). Я сразу предложил идею с AR-контентом, рассказал про наше приложение ZNY Now  . Что мы в итоге сделали? Футболки, худи, дождевики и очки. В случае с новым устройством glo™ HYPER это совершенно новый уровень насыщения  , а в случае с ZNY это не просто вещи, это дополнительные эмоции. На этом мы и сошлись. Когда на первой же встрече твою идею принимают, ты испытываешь чувство абсолютного комфорта.


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1

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2

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В случае с новым


это совершенно новый

уровень насыщения

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устройством glo HYPER 

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Мы решили сделать капсулу

из базовых вещей и предметов,

которые бы бросались в глаза

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Они «оживают» благодаря нашему AR-приложению. Футболка — наше все, это главный предмет гардероба, это холст, с которым можно сделать все что угодно. Очки без оправы — для них нам нужен был однородный цветной прозрачный материал, это специальное оргстекло. У худи двойные рукава: одна пара контрастного цвета — можно носить ее как обычное худи, а можно с двумя парами рукавов одновременно, и это будет совершенно другой предмет. Дождевик — это наши мечты о лете до карантина, а на лето у нас были огромные планы. Мы обожаем музыкальные фестивали и хотели съездить на несколько. И наши предыдущие опыты показали, что легкий непромокаемый и непродуваемый дождевик — одна из вещей первой необходимости на таких мероприятиях.

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Технология дополненной реальности AR — это другой уровень потребления, это совершенно другие эмоции


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AR — идеальный способ оперативно реагировать на тренды и выпускать новые релизы. AR-метка на футболке в сочетании с приложением, куда можно загрузить огромную библиотеку, — это возможность дистанционно предлагать человеку разные принты и не заставлять его каждый раз покупать новые вещи. Мы не модный гигант и не гонимся за тем, чтобы наши вещи покупали миллионами и потом выбрасывали. Мы хотим, чтобы одна качественная футболка служила вам долго, но при этом не надоела вам.

Мы разработали наше собственное приложение и находились в поиске, как ярче его использовать. Как раз у glo™ намечался релиз нового устройства и появилась возможность рассказать о гиперощущениях, которые возникают при его использовании. Случился мэтч: коллаборация с glo™ стала отличным поводом, чтобы презентовать ZNY Now. 

Мы показываем, на что способны новые технологии, именно в этой совместной коллекции, а после будем развивать приложение дальше. 




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Чтобы принты «ожили», используйте приложение ZNY Now

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AR — идеальный способ

оперативно реагировать


новые релизы 

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на тренды и выпускать

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Все мы используем AR-маски в Instagram и фильтры в Snapchat — это развлекательный контент


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Процессоры современных смартфонов поддерживают эту технологию на очень низком уровне. На данном этапе развитие AR будто замерло — идеи обгоняют программное обеспечение. Я думаю, резкий скачок случится в конце 2021 или в середине 2022 года, когда один известный бренд представит свои очки дополненной реальности. Более того, визуальное качество этих эффектов также выйдет на новый уровень. Еще через лет пять-шесть лет после этого мы получим линзы с процессорами, и технология выйдет на высокий уровень. По моему мнению, все это произойдет в ближайшие 10–15 лет. 

У нового поколения будут AR-мессенджеры, в которых можно будет общаться с человеком в режиме реального времени, глаза в глаза, без условных видеозвонков.



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Именно на это поколение я ориентируюсь


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Только они смогут изменить этот мир и уже меняют. У них было другое детство, они готовы к новому. Им не нужны стилисты, сложные постановочные съемки, они не любят занудные рассказы или длинные описания продуктов. Им достаточно посмотреть на вещь и сразу решить, подходит она им или нет. Для нас это вызов: сможем ли мы сделать такой продукт. Разрабатывая концепцию AR-приложения, мы думали именно об этих людях. Скорость, с которой они воспринимают информацию, феноменальна. Для моего поколения главной ценностью были путешествия, свобода перемещения. Полеты на самолетах были роскошью, опытом, доступным лишь избранным. Для нового поколения границ просто не существует.


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Я считаю себя креативным директором марки

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Во мне всегда спорили CEO и креативный директор, но сейчас я в гармонии. Последние три месяца точно пошли мне на пользу. Мне не хватало времени подумать, у всей модной индустрии не было времени остановиться и подумать. Это классный момент. Здесь и сейчас.

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Чтобы принты «ожили», используйте приложение ZNY Now

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Новый gloHYPER — это абсолютно иной уровень впечатлений и ощущений  . В нем есть режим Boost  , который обеспечивает нагрев устройства за 15 секунд. Сам glo™ HYPER полностью заряжается всего за 90 минут.

Введите промокод ZNY при покупке устройства glo™ HYPER на официальном сайте и получите одну из вещей из коллекции в подарок.

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2

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3

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4

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Купить устройство

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Продавец: ООО «СНС Экспресс», ОГРН 1155032008746, Московская обл., г. Одинцово, ул. Западная д.13 эт. 4 оф. 416

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1

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3

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2

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4

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По сравнению с другими устройствами в линейке БАТ Россия


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Boost — буст

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Акция проходит с 16 июня по 31 июля 2020 года, полные правила акции по ссылке. Количество вещей ограничено.

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Акция предназначена только для совершеннолетних потребителей табака или иной никотиносодержащей продукции.

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Now — нау

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18+

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Информация предоставлена БАТ Россия

На правах рекламы

HYPER — Хайпер 


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текст

Алла Алексеевская


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дизайн и верстка

Егор ким

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AR-эффекты

Дмитрий морозов

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редактор проекта

Алена Анюхина

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менеджер проекта

Роман рык

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