THE ART OF UNWRAPPING

Year

2023

3D Design: The Art of Space & Storytelling

Chanel’s legacy is built on elegance, mystique, and sensory storytelling. My work with the Store Animations Team reimagined this identity into spatial, digital, and interactive formats—crafting experiences where luxury isn’t just seen but felt.

Las Vegas Holiday Window (2023) – A Portal to the Spectacle of Desire

For Chanel’s Las Vegas flagship holiday display, I transformed the storefront into a living narrative—an invitation into the dreamworld of Chanel.

Custom materials, intricate layering, and kinetic elements designed to captivate passersby in the holiday spirit.

A meticulous interplay of reflections, textures, and movement to create a multi-layered, ever-shifting luxury tab

The Art of Unwrapping – A UX Manifesto on Anticipation & Interaction

Luxury is a ritual. A seduction. A moment of tension before revelation.

In The Art of Unwrapping, I explored the UX of desire—the psychology of anticipation, tactility, and unveiling. Chanel’s gifting culture has always been a performance, and my goal was to extend this concept into a modern, interactive customer journey.

Custom materials, intricate layering, and kinetic elements designed to captivate passersby in the holiday spirit.

A meticulous interplay of reflections, textures, and movement to create a multi-layered, ever-shifting luxury tab

1. Research & Discovery – Deconstructing Desire

How do we design for anticipation? I sought to answer this by immersing myself in the world of high fashion retail:

Luxury Ethnography – I traveled across New York City, studying Chanel’s past campaigns and dissecting in-store experiences at Dior, Maison Margiela, Glossier, YSL, and Rimowa.
Customer Interviews – I spoke with clients, retail employees, and design teams, analyzing how personalization, physical interaction, and digital engagement enhance the emotional weight of gifting.
Competitive Analysis – I broke down how major luxury brands use installation art, interactive storytelling, and digital ecosystems to elevate retail into an experience of indulgence.

2. Concept Development – Designing the Ritual of Unwrapping

From this research emerged a visionary reinvention of Chanel’s holiday campaign a multi-sensory experience where gifting is not just an act, but a performance.

The AR Holiday Lens – An interactive augmented reality filter where users could engage with Chanel’s iconic elements—camellias, pearls, ribbons—unfolding before their eyes.
A Social + Retail Hybrid – A platform where gifting became community-driven, allowing users to share, customize, and personalize their experiences both digitally and in-store.
The Art of Unwrapping – Inspired by Chanel’s internal “Art of Wrapping” training videos, I expanded this into a customer-facing digital platform—a seamless blend of sustainability, education, and interaction.

3. Execution – Weaving Digital & Physical Into a Singular Narrative

The final solution was a multi-layered brand experience—one that blurred the line between digital engagement, in-store theatrics, and luxury storytelling.

A New Luxury Ecosystem:

Sustainability Library – A curated digital archive of sustainable wrapping techniques, positioning Chanel at the forefront of eco-conscious luxury.
Social Media Integration – A real-time storytelling tool that let users share their gifting moments, creating a communal, shareable experience.
In-Store Photo Moments – A physical-meets-digital activation where customers could capture and print personalized holiday photos, transforming retail into memory-making.