Calvin Klein
Into the Orange
Into the OrangeInto the Orange
Overview
Into the Orange merged storytelling and commerce to create shoppable, photo-realistic worlds that let users explore the environments and inspirations behind the collection.
Signal
Decoding the Signal
Consumers want an experience, not just a transaction
Street-savvy consumers crave more than just product access—they want to step inside the story. For Calvin Klein x Heron Preston, we went beyond a static e-commerce site by meticulously crafting an immersive world, blurring the boundaries between fashion, gaming and virtual environments.
ACTIVITES
→ LANDSCAPE ANALYSIS
→ BRAND & PRODUCT IMMERSION
→ EXPERIENCE JOURNEY MAPPING
→ 3D MAPPING
To give audiences a true sense of the collection’s story, we explored Heron Preston’s past and the inspiration behind each piece. 3D mapping of real models and spaces brought that world to life, inviting viewers to look closer and connect more deeply.
Senses
Designing for the Senses
Commerce meets creativity
Every detail of Into The Orange was built for full sensory immersion. From 3D mapping to an original soundscape, the experience invited exploration, discovery, and connection with the collection that went far beyond the product itself.
ACTIVITES
→ UX & WIREFRAMES
→ SCRIPTING & STORYBOARDING
→ 3D DESIGN
→ MUSIC PRODUCTION
PHOTO-REALISTIC 3D
Photo-realistic 3D spaces invited users into Heron Preston’s world, allowing them to explore different rooms and spaces as you would in real life. We 3D scanned each piece of the collection, crafted realistic virtual textures, recreated each IRL location and built a browser-based photoreal, exploratory and shoppable 3D world.
THE SOUNDSCAPE STORY
As users explored the space, original music and soundscapes set the tone, adding depth to Heron’s full creative vision.
VIRTUAL PRODUCTS, REAL INTERACTION
Hyper-realistic 3D products and clickable models like Nas, Kaia Gerber, and Lil Uzi Vert brought real and virtual worlds together for a one-of-a-kind shopping experience.
System
Developing the System
An ecosystem of community engagement.
Built with WebGL and game engines, Into The Orange was fully interactive. Every product was touchable, explorable, and instantly shoppable through Calvin Klein’s ecomm platform.
ACTIVITES
→ WEBGL DEVELOPMENT
→ GAME ENGINE & VIRTUAL ENVIRONMENT DEVELOPMENT
→ SHOPPABLE CONTENT & COMMERCE INTEGRATION
Shift
Paradigm Shift
The future of shopable storytelling
Into the Orange set a new standard for digital commerce long before world building, the metaverse, or gaming entered the mainstream. As the first WebGL shopping experience hosted on calvinklein.com, it elevated Calvin Klein’s digital presence in streetwear and luxury fashion.
100
%
of the collection sold out in minutes
+5
min
Average dwell time per user
