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WOW magazine 74 English 'ISSEY MIYAKE “3D Steam Stretch” Concept Movie

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 WOW was in charge of planning, producing, and directing the conceptual movie for ISSEY MIYAKE’s 2015 Spring and Summer collection. The announcement was made at a public event at a specially erected tent at Paris’ Jardin des Tuileries in September 26th, 2014. In the creation of this collection, a “3D steam stretch” method was applied to the weaving process to produce mathematically accurate three dimensional shapes.

 
From just one initial strand of thread, a flat solid surface begins to take shape. The steam helps to shrink and fold the cloth. After first forming a flat surface, it continues its transformation into a variety of three dimensional shapes. This ‘3D Steam Stretch’ technique was applied throughout the design process, making for a very long and complicated design process. So how were we to instill in the viewer a deep sense of appreciation for the finer details of such subtle and intuitive design? And how could we express a sense of passion and dynamism for this product, which was created through the application of such innovative technology? To best present this collection, we endeavored to use a non-verbal and organic style of expression, which will hopefully allow it to be used as an explanation tool even after this collection draws to a close.

Last changed: Oct 14 2014 at 1:45 PM

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