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Kanye West reimagines e-commerce with immersive new Yeezy site [Video]

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Nick Knight has been a frequent collaborator of Kanye West over the years, from creating the artist’s Bound 2 music video back in 2013 to directing an accompanying film for his 2019 album, Jesus Is King.

The SHOWstudio founder’s latest project in partnership with West sees the pair attempt to reimagine the experience of online shopping in a new e-commerce site for West’s fashion brand Yeezy, which has been over three years in the making.

Ahead of the site’s launch, the process of bringing it to life has been detailed in an accompanying short film by Knight. “There’s been over 10,000 hours of work and at least twice that many images, considered and made, to give what I believe is a beautifully simple website,” he explains in the film.

West in particular was keen to mix up his typical creative approach, deciding early on that the site’s backdrop should be blue – a colour …

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