Developed in collaboration with the brand's internal innovation team, this project was part of a forward-looking initiative exploring how luxury could show up in spatial computing. The brief came with real ambition and real budget - they weren't looking for a safe interpretation of the brief, they were looking for someone to imagine something that didn't exist yet.
Company
A leading global luxury house (details confidential under NDA)
Timeline
2024
—
2024
Role
Spatial UX · Creative Direction
Project overview
The brief was to imagine what a physical wearable could become when spatial computing enters the picture. We explored the space between physical and digital identity - where putting on an object unlocks an immersive world, connects you to a digital artist's vision, and transforms your physical environment based on how deep you choose to go. The experience was designed for Apple Vision Pro, with rotating digital artist collaborations at its core. This wasn't a campaign or a website - it was a new product category.
Challenges
The hardest part was making the concept feel inevitable rather than speculative. Phygital experiences often live in decks and die there. The goal was to make this feel real enough to buy into - spatially, emotionally, and commercially. Designing an interaction model that gave users control over their own immersion level (and making that feel intuitive inside AVP) required thinking through the experience as a product, not just a concept.
Results
The creative proposal secured a long-term partnership deal with the client. Full commercial details under NDA.
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Developed in collaboration with the brand's internal innovation team, this project was part of a forward-looking initiative exploring how luxury could show up in spatial computing. The brief came with real ambition and real budget - they weren't looking for a safe interpretation of the brief, they were looking for someone to imagine something that didn't exist yet.
Company
A leading global luxury house (details confidential under NDA)
Timeline
2024
—
2024
Role
Spatial UX · Creative Direction
Project overview
The brief was to imagine what a physical wearable could become when spatial computing enters the picture. We explored the space between physical and digital identity - where putting on an object unlocks an immersive world, connects you to a digital artist's vision, and transforms your physical environment based on how deep you choose to go. The experience was designed for Apple Vision Pro, with rotating digital artist collaborations at its core. This wasn't a campaign or a website - it was a new product category.
Challenges
The hardest part was making the concept feel inevitable rather than speculative. Phygital experiences often live in decks and die there. The goal was to make this feel real enough to buy into - spatially, emotionally, and commercially. Designing an interaction model that gave users control over their own immersion level (and making that feel intuitive inside AVP) required thinking through the experience as a product, not just a concept.
Results
The creative proposal secured a long-term partnership deal with the client. Full commercial details under NDA.