THE ART OF UNWRAPPING
Year
2023
Category
Brand & 3d
Client
CHanel
OVERVIEW
At Chanel, I redefined the Chanel experience through immersive retail, digital storytelling, and interactive design. From crafting a spectacle-driven Las Vegas store window to developing a sustainability-driven gifting platform, my work blended UX, motion, and spatial design to transform tradition into a modern, multi-sensory experience
3D DESING: 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 EXPERIENTIAL EXPRESSIONS—CRAFTING BRAND WORLDS WHERE LUXURY ISN'T JUST SEEN BUT FELT.
THE ART OF UNWRAPPING – A BRAND EXPERIENCE CONCEPT ON ANTICIPATION & DESIRE
Luxury is a ritual. A seduction. A moment of tension before revelation.
IN THE ART OF UNWRAPPING, I EXPLORED THE BRAND LANGUAGE 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 NARRATIVE INTO A MODERN, EXPERIENTIAL BRAND 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
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
CONCEPT
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 EXPERIENTIAL AUGMENTED REALITY FILTER WHERE AUDIENCES COULD IMMERSE THEMSELVES IN CHANEL'S ICONIC VISUAL CODES—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.
Execution
ONE NARRATIVE, TWO WORLDS
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.
RESEARCH
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.
CONSUMER CONVERSATIONS – I SPOKE WITH CLIENTS, RETAIL EMPLOYEES, AND CREATIVE TEAMS, ANALYZING HOW PERSONALIZATION, TACTILE EXPERIENCE, AND DIGITAL STORYTELLING DEEPEN THE EMOTIONAL RESONANCE OF GIFTING.
COMPETITIVE ANALYSIS – I BROKE DOWN HOW MAJOR LUXURY BRANDS USE INSTALLATION ART, EXPERIENTIAL STORYTELLING, AND BRAND ECOSYSTEMS TO ELEVATE RETAIL INTO A WORLD OF INDULGENCE.
