Yiduo Wang, Studio X | SS 2021 Ready-to-? [×]
Grounded at home facing screens, the experience of participation in the physical world is being dulled, while subtle emotions and perceptions of virtual dimensions are being magnified. Our primary concern on a daily basis shifts from the dazzling world to our empty city, local community, others' lives and ultimately back to ourselves.
Seeking relief for amplified stress and anxiety, people continue to consume in various forms to satisfy so-called self-care. However, rather than being held hostage by consumerism, it is time to reconsider our desire and true value of products. Are we buying into a product, or a meticulous shopping experience?
Responding to current times, the fictional brand Studio X was established and developed to deliver experiences as intangible commodities that cost time and effect with emotional value.
Motivated by memorable experiences that the retail industry previously offered, this research project examines and evaluates strategies for facilitating and augmenting consuming experiences, explores the potential of utilizing these methodologies to activate virtual space and provides an interactive platform for retail therapy.
The major research project is in the form of a virtual fashion show occurring in the realms of physical and virtual space, subtly weaving in and out of tangible reality. A series of experiential ideas about story-telling, spatial arrangement and customer immersion stimulating sensory pleasure were tested through multiple techniques. The website documents an interactive simulation of surroundings, blurs the boundary between commercial sites and the clutter of one’s living space with a glamour illusion of the brand (Studio X).
Through positive interaction and engagement with the brand, affective encounters, being the emotional attachment to virtual or physical objects, are produced. By enhancing affective encounter and providing emotional relief, rooted emotional connections between a space, a brand and the audience can be built.