IIMUAHII'S EMPOWER HOUSE
RETAIL CONCEPT ● IMMERSIVE RETAIL ENVIRONMENT
For my graduation project I came up with a retail concept for fashion brand IIMUAHII to sell their clothes to their connected target audience, as they don't have an actual selling point. With this, an immersive retail experience is created as an end product. The goal of the immersive retail experience is to educate social-phobia people about their anxiety, while challenging them to step out of their comfort zone. This will make them realize that they are stronger than they think, and help them to overcome their anxiety.
2019 | School project
Creative fields: Branding, Graphic Design, Spatial Design, 3D Design, Installation
RETAIL ENVIRONMENT IN 2D
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CONCEPT BOOK
[1] Learning Zone - Redirecting attention from self to: environment
The Learning Zone is about ‘How to Be a SAD Warrior’. The game aspect that is implemented in this zone is sensory stimulated, to educate the anxious customers about how to fight anxiety; ‘focus on their surroundings’. Considering, social-phobia people are often stuck in their heads, and do not pay attention to what is happening in the environment. This way, the customer really gets submerged into the space and get to see, feel and touch the brand. This is not only valuable to the customer, but also beneficial for the brand. Dynamic graphics of IIMUAHII will grab the consumer’s attention, and motivate them to focus on the experience.
[2] Anxiety Zone - Redirecting attention from self to: task
The game aspect in this Anxiety Zone is a challenge, presented in the form of a task which has a lightly stress factor. As social-phobia people often are afraid of making eye-contact (with a real person), the task is to make eye-contact with the cyborg for 8 seconds (the stress level is not too high because it is not a real person). And say out loud: ‘Be comfortable in the uncomfortable’. This is the concept but also a positive affirmation. It is a statement that they repeat themselves, to gain confidence and belief in themselves. With this task they can get access into the ‘Fitting Space’. In addition, to make the experience more interactive, there is a digital screen that reacts to the customer’s feelings; they can choose a state of mind and try on the garment that goes along with it. The reward of this is that they can feel calm, comfortable or confident.
[3] Comfort Zone - Redirecting attention from self to: task
The Comfort Zone will pass on the message that the anxious customer has just become a ‘SAD Warrior’, from passing the Learning Zone and the Anxiety Zone. By learning how to fight their anxiety, and doing the task in the Anxiety Zone, they’ve realized that they are stronger now. Their comfort zone is stretched. As a consequence, going to the checkout where a real person is placed in this zone won’t be a big challenge anymore. They feel the confidence and power to deal with more social anxious situations from now on
RETAIL ENVIRONMENT IN 3D
FINAL PRESENTATION BUILD INTO AN INSTALLATION
