The concept of incomplete done has always been a strong theme in Virgil Abloh’s vision, as it is a powerful emblem of human presence and existence. To express this idea, we worked with Alterazioni Video to create an augmented reality app to be experienced on the runway, in the stores and on everything green.
We developed a web app experience that invites to search, with our phone cameras, for green elements around us - a metaphor of the half-done - and to see and embrace though them the “Incompiuto” that can be found even in Off White’s luxurious shop windows.