Awkone.
Movement.
Structure.
A singular stance.
Product design / Brand direction / Apparel world / Digital experience
Enter the story
01 / THE PRESENCE
Built around
movement.
The body gives the form its purpose.
The design gives it a presence.
02 / THE IDEA
A body in motion.
A language in form.
Architecture
you can wear.
AWKONE connects original footwear concepts with a technical apparel world. The creative direction follows the relationship between body, silhouette and space: black lines against white surfaces, layered construction and a sense of forward motion. The site gives those ideas a common stage.
The geometry.
Structure becomes expression.
Angular soles and layered uppers make construction part of the visual identity. Each profile is read as a composition of planes and lines.
The contrast.
White space. Black intent.
A light presentation gives the dark details precision. The restraint of the palette helps different models belong to one design system.
The whole.
From the shoe to the silhouette.
The apparel images carry the footwear language onto the body. Architecture, clothing and product remain connected through proportion and contrast.
03 / THE DETAIL
Different profiles.
One design system.
An angular stance.
A layered expression.
The collection view makes variation visible. Model identifiers, silhouettes and short construction cues give each concept a place within the whole. The repeated presentation lets the differences in heel, side rail and upper speak for themselves.
04 / THE VISUAL LANGUAGE
NEVER
QUIT.
Less colour.
More definition.
The identity uses white, ink and steel to build an architectural rhythm. Large typographic statements establish the attitude; a measured grid supports the collection. The imagery carries the same line from the building to the body.
#F2F2ED
#111214
#8E949B
05 / THE EXPERIENCE
A world to enter.
A path to follow.
- 01
Feel
An architectural campaign establishes the brand’s stance.
- 02
Explore
Compare footwear models within a consistent collection.
- 03
Connect
See how the same design language extends into apparel.
- 04
Continue
Follow the design system and the first-access pathway.
06 / THE CREATIVE APPROACH
From an intention.
To an entire world.
Define the formal language.
Use the original product proportions and black-and-white contrast as the starting point for the brand world.
Connect product and setting.
Place apparel and footwear in an architectural context that echoes their lines, without overwhelming the silhouette.
Make the system legible.
Let the website organise the model family, apparel direction and design narrative into a clear sequence.
Original project and creative direction: Sébastien Marchi.
07 / THE RESULT
A collection.
A system.
A way forward.
The same idea,
from object to world.
AWKONE presents footwear and apparel through one formal language. The result connects original product design, architectural art direction and a digital collection built around the relationship between shape and movement.
