Playful Web Design & UI/UX for Superlative Store Concept

We are taking a look at the concept by designers Stugbear and Shota Xaxaleishvili on a store concept called: Superlative. They have worked on the web design, UI/UX and also the interaction design. The desktop experience is clean and I love the interactions especially on the menu. It totally enhances the shopping experience. One thing though, I wouldn't see this concept work for a fashion brand because the overall experience might be long for some but it's quite playful which is always inspiring to note. There is also the concept of the filters which are nice, this direction makes it even more clear and it reduces the number of clicks for the user.