This project investigates how fashion houses can extend the emotional impact of storytelling beyond the runway. While shows create powerful, immersive moments, their influence rarely translates to retail environments. I explored how hologram-like effects could transform shop windows into collective immersive experiences, allowing customers to feel the same narrative energy as during the runway.

To communicate these insights, I created a short film that uses storytelling to visualise the data and sentiments gathered from user-testing. The film demonstrates how conventional store windows are often overlooked, while the proposed design commands attention and fosters stronger emotional connection. In doing so, it bridges the gap between the fleeting magic of the runway and the everyday reality of retail.