What is the Assignment and Challenges?
SS20's objective is Lively.
SS20's objective is Lively.
In 2020, Hong Kong's retail landscape faced significant challenges due to the aftermath of the 2019 social unrest and the impact of COVID-19. With travel restrictions preventing us from visiting vendor factories and a reduced project budget, we needed to rethink our approach to visual merchandising while maintaining a strong customer experience.
My Role
I was responsible for bringing the seasonal visual concept to life through a complete design process, including research, ideation, 3D development, and animation. I explored local floral elements to capture the unique character of each market, transformed ideas into sketches and 3D models, and produced animations to visualize the final installation experience. This process allowed the team to evaluate the concept, refine details, and deliver a vibrant and immersive retail environment.
Goal(s)/ Outcome
As the campaign took place during the Spring/Summer season, our goal was to create a cheerful and uplifting environment that brought positivity to both store employees and customers during an uncertain time. We chose the the flower of each destination, i.e. Hong Kong = Bauhinia, Singapore = Orchid. We explored creative solutions that balanced budget constraints, operational limitations, and the need to deliver an engaging seasonal experience.
