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
© 2020

ANDY SHEFFIELD

specializes in design, creative and art direction for visual identities, film, motion, digital, music, interactive, and good old fashioned graphic design. He currently makes movie posters in Los Angeles, California.
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