(no images downloaded yet)
# Project Description Immersive Experience - Departure: A Journey Within Jaehui Choi Summary Final work I'm an individual passionate about immersive design and consumer experience. My work explores the emotional relationship between people, space, and brand identity through narrative-driven spatial storytelling. I also run a crochet-based brand (@ello_jello.crochet), curating handmade lifestyle pieces that embody comfort and individuality. Skilled in visual strategy, spatial layout design, and digital content creation. I'm an individual passionate about immersive design and consumer experience. My work explores the... College London College of Fashion Course BA (Hons) Fashion Visual Merchandising and Branding Graduation year 2025 This project explores how Role-Playing Game (RPG) elements and Virtual Reality (VR) can be used in luxury retail to create immersive and emotionally engaging experiences. As Millennials and Gen Z seek more than just products, the project looks at how retail spaces can evolve into interactive environments that reflect brand identity and connect with consumers on a deeper level. Set in a conceptual airport, the store transforms the shopping journey into a narrative-driven adventure. Visitors board a virtual flight into a designer’s world of inspiration, guided by symbolic storytelling and sensory visuals. Through this RPG-style experience, the store becomes more than a retail space—it turns into a gateway between reality and imagination, blending the physical and digital to spark emotional connection. Final work FMP project (JACQUEMUS AIRPORT) - 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. VR Game Preview - The Island of Inspiration 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. VR Gameplay Video Research and process Share this project This project explores how Role-Playing Game (RPG) elements and Virtual Reality (VR) can be used in luxury retail to create immersive and emotionally engaging experiences. As Millennials and Gen Z seek more than just products, the project looks at how retail spaces can evolve i... A link to this page has been added to your clipboard Browse related work Digital Experiences Places & Spaces Play Story & Myth Aesthetics SpatialDesign Branding VR Games VisualMerchandising VisualCommunication Immersive ExperienceDesign
# Links ## Official page - https://ualshowcase.arts.ac.uk/project/662810/cover ## External - https://www.linkedin.com/in/jaehuielliechoi/ - https://www.instagram.com/jaeellie.02 - mailto:jaeellie.02@gmail.com - https://forms.arts.ac.uk/client-enquiry-form/ - https://portfolio-tools.s3.eu-west-2.amazonaws.com/wp-content/uploads/2025/06/15140614/Story-Board-Ellie-Choi-1.pdf - https://twitter.com/intent/tweet?url=https%3A%2F%2Fualshowcase.arts.ac.uk%2Fproject%2F662810%2Fcover&text=Immersive+Experience+-+Departure%3A+A+Journey+Within - https://pinterest.com/pin/create/button/?url=https%3A%2F%2Fualshowcase.arts.ac.uk%2Fproject%2F662810%2Fcover&media=https%3A%2F%2Fportfolio-tools.s3.eu-west-2.amazonaws.com%2Fwp-content%2Fuploads%2F2025%2F06%2F15135541%2FImage17.jpg&description=Immersive+Experience+-+Departure%3A+A+Journey+Within