zzz is a boutique pajama brand run by sketchedSPACE, a South Korea-based company specializing in exhibitions and experiences. In their words: born out of our lucid state of mind, zzz designs uniforms for dreamers. The brand designs both a series of their own (zzz), as well as collaborations with artists such as Ghanaian artist Paa Joe, Chris Shen, and the Whippets FC. Their unique and bespoke collections are highlighted through an all-new website which features each series in a captivating and interactive lookbook page. Each of these pages are designed specifically and tailored to the collaboration brand.
The entire experience is designed using a custom Shopify theme, enabling the brand to use industry-standard tools while also having the flexibility to create dynamic experiences. Visitors are first greeted with three custom-designed project lookbook pages, featuring the special collections made in collaboration with Paa Joe and other artists. In each lookbook page, the pajama is presented in the foreground, which dynamically moves as a scrollable animation. The experience of viewing the project is enhanced with motion and liveliness: on the Whippets F.C. collaboration, the animation shows the pajama as if the wearer were to kick a football (soccer ball). Each project page, though retaining similar structure, is thus designed as a unique experience.