Urban Tour

ASOS

Freeze the action, click on a dancer, find out what he's wearing and buy it.

For the launch of ASOS' new menswear line, we created one of our most technically ambitious projects yet: a site to showcase niche trends from around the world, with immersive interactions and e-commerce baked-in.

ASOS, a large online retail brand, approached BBH London to launch their first own-brand line of menswear. BBH's insight was that young men look to fashion on the street for inspiration; they asked us to create a site that showcased interesting, up-and-coming trends from around the world as high-quality film and editorial content, high impact interactivity and blog-style editorial content into a fully shoppable launch microsite, that worked on an iPad.

The core of the site is an interactive film experience that shows some of the best young street dancers from around the world filmed on location in London, with a handheld camera. While they dance, the user can stop time to find out more about them and their clothes, and can browse size and colour information, adding the items to their basket. Interacting with the dancers stops the music, and they move through a moment in time to tease the user to see information about them and the garments.

The core of the site is an interactive film experience that shows some of the best young street dancers from around the world filmed on location in London, with a handheld camera. While they dance, the user can stop time to find out more about them and their clothes, and can browse size and colour information, adding the items to their basket. Interacting with the dancers stops the music, and they move through a moment in time to tease the user to see information about them and the garments.