Art direction + design
Under direction from
Fred l’Ami, Icebreaker
Another system of artifacts was created to connect customers with the New Zealand merino farms that grew the wool for their garments – this innovative tracking system, nicknamed “Baacode”, assigned a unique, traceable code to each piece of clothing.
These artifacts have radically improved the Icebreaker retail environment and have recently been installed in stores around the globe, including Icebreaker Touch_Labs in Auckland, Vancouver, and New York City.