Jaehui Choi

This project draws inspiration from the collaboration between Jacquemus and Air France, as well as the growing trend of luxury brands hosting exclusive events in unconventional locations like yachts, islands, and deserts. The concept reimagines the airport not simply as a space of transit, but as an emotional and sensory journey. The store is divided into seven zones that mirror each stage of a typical airport experience—from check-in to boarding—ending with a VR takeoff that immerses visitors into the designer’s imaginative world. Through the use of minimal geometric forms such as cubes and spheres, and a soft beige color palette, the space transforms the often cold and chaotic energy of airports into a warm, poetic environment that reflects the brand’s emotional tone.

This project reimagines Jacquemus’s creative journey as a VR Role Playing Game experience, where players explore a symbolic world inspired by his childhood memories and emotional connection with his mother. Set on the fictional “Island of Inspiration,” the game invites participants to help recover fragments of the designer’s lost memory. Guided by an owl—a metaphor for his mother—players move through poetic environments drawn from his past, like lavender fields and a reconstructed childhood home. Through this narrative, the game allows players to emotionally connect with the brand’s essence and experience the designer’s inner world from a deeply personal perspective.