Julie Chen

Final Major Project – BA (Hons) Visual Merchandising & Branding, LCF

A speculative exhibition concept reimagining Gareth Pugh’s avant-garde fashion through immersive technology and spatial storytelling. This project explores how digital environments, VR interaction, and physical installations can converge to transform the runway into a responsive, emotionally driven experience. Set in White City, the dual-floor design blends cinematic narratives with tactile materials and motion-based visuals—challenging traditional exhibition formats and redefining how audiences engage with fashion in space and time.