CHROME HEARTS

Product / Spatial Design

+22+ +33+ Fragrance Launch

The launch of a new fragrance line was to be staged in the beauty area of the Selfridges department store in London. The aim was to marry the packaging aesthetic to the brands recognizable architectural elements in their stores — all the while portraying a cohesive, modern and clean look. 

Considerations for the development of this design were as follows: Constraints on dimensions and visibility restrictions imposed by the department store, a disguised storage space to store the merchandise, and a focus on a unique customer experience differentiating the space from other brands. 

+22+ +33+

To ensure the product line’s essence, certain elements of the packaging were incorporated into the customer experience without being explicitly spelled out, instead used as cues in the flow of the design. 

A study of the layout, height and visibility restrictions were researched and explored in-depth. I experimented with various customer journeys with the objective of providing customers with 3 separate opportunities to engage with the brand and the merchandise. The line’s products were dispersed to ensure they were the main focus at each step of the flow, while still complimenting each other throughout the full experience. As a part of the exploration, the strongest design elements were prototyped with different finishings and dimensions, and iterated upon to ensure impactful experiences in each engagement.

The final design represented the fragrances’ personality as well as the heightening brand identity with key classic design elements. 

Product Visualization

Rolls Royce Cullinan Custom interior