MAXFIELD
LOS ANGELES

MAXFIELD
LOS ANGELES

How do you build a website for a store that isn’t selling you anything? That’s not completely accurate – what Maxfield sells is the history and curation of Tommy Perse. The same Tommy that introduced the concept of black (yes the color) to the LA fashion scene – and made Armani, Commes de Garçons and Yohji Yamamoto household names. Housed in a fittingly brutalist building, at Maxfield you can find the latest from Rick Owens, plus a case of rare and exquisite dildos, shrunken heads, and possibly the Olsen twins or Virgil Abloh (or if you’re lucky, all three). Calling it Avant-Garde almost seems quaint.

For all the cultural influence however, Maxfield needed a digital presence. At the time, eCommerce was neither needed nor wanted. Maxfield didn’t need to convert shoppers or optimize their SEO, they needed an experience – a way to understand the aesthetic that is Maxfield – high brow and low brow, dirty and clean, sacred and profane. The Posh and the Perverse – so that’s exactly what we did.

How do you build a website for a store that isn’t selling you anything? That’s not completely accurate – what Maxfield sells is the history and curation of Tommy Perse. The same Tommy that introduced the concept of black (yes the color) to the LA fashion scene – and made Armani, Commes de Garçons and Yohji Yamamoto household names. Housed in a fittingly brutalist building, at Maxfield you can find the latest from Rick Owens, plus a case of rare and exquisite dildos, shrunken heads, and possibly the Olsen twins or Virgil Abloh (or if you’re lucky, all three). Calling it Avant-Garde almost seems quaint.

For all the cultural influence however, Maxfield needed a digital presence. At the time, eCommerce was neither needed nor wanted. Maxfield didn’t need to convert shoppers or optimize their SEO, they needed an experience – a way to understand the aesthetic that is Maxfield – high brow and low brow, dirty and clean, sacred and profane. The Posh and the Perverse – so that’s exactly what we did.

How do you build a website for a store that isn’t selling you anything? That’s not completely accurate – what Maxfield sells is the history and curation of Tommy Perse. The same Tommy that introduced the concept of black (yes the color) to the LA fashion scene – and made Armani, Commes de Garçons and Yohji Yamamoto household names. Housed in a fittingly brutalist building, at Maxfield you can find the latest from Rick Owens, plus a case of rare and exquisite dildos, shrunken heads, and possibly the Olsen twins or Virgil Abloh (or if you’re lucky, all three). Calling it Avant-Garde almost seems quaint.

For all the cultural influence however, Maxfield needed a digital presence. At the time, eCommerce was neither needed nor wanted. Maxfield didn’t need to convert shoppers or optimize their SEO, they needed an experience – a way to understand the aesthetic that is Maxfield – high brow and low brow, dirty and clean, sacred and profane. The Posh and the Perverse – so that’s exactly what we did.

Andy Sheffield - Maxfield

IN THE BEGINNING

With Maxfield already embracing high brow/low brow sensibilites in their own collateral, nothing was off-limits.
Andy Sheffield - Maxfield

DARK & LIGHT

Extremes & juxtapositons. Tommy deivered Black to LA, and in the world of high fashion, only one color palette makes sense.
AndySheffield_Maxfield_Dark
AndySheffield_Maxfield_Light

THE EXPERIENCES

Maxfield is a study of opposites and unique among the unique. In that spirit, we created 4 interactive vignette built around this construct. Each is fully controlled by the user across all devices, making for an unsettling and memorable experience.
Andy Sheffield - Maxfield

I

FANTASY & REALITY

User-controlled security cameras give a voyeuristic view of live, staged and fantastical views in and around Maxfield.

II

SACRED & PROFANE

Birth & Death, Love & Hate. The clash and harmonization of opposites told through ever-rotating vignettes.
Andy Sheffield - Maxfield

III

AGONY & ECSTASY

A journey of conflicting emotions. Each single expression is created using two opposing feelings – pleasure and pain, agony and ecstasy. Beautifully grotesque.
Andy Sheffield - Maxfield

IV

PAST & FUTURE

Maxfield is vintage and bleeding edge at the same time. This duality is depicted as beautiful, 2-headed monstrosities. User-controlled motion changes the speed and direction on an endless loop.
Andy Sheffield - Maxfield

KEEP THE TEAM TIGHT

Client:
Maxfield LA
My Role:
Creative Direction, Art Direction & Design. The whole kit and caboodle. Final Art, Motion Direction. Plumbing the depths of stock photography. I’ve seen things. Terrible things.
Deliverables:
Concept, Design & Development.
Executive Creative Director: Will Hall
Senior Producer: April Burness
Head of Production: Tim Whitney
Tech Lead: Matthew Cooley
Motion & Animation: Lee Gingold
Designer: Remy Zagorski
AndySheffield_Maxfield_MonkeyFace
© 2018

ANDY SHEFFIELD

specializes in design, creative and art direction for visual identites, film, motion, digital, music, interactive, and damn fine graphic design. Always on brief but never boring.
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