# Project Description

Runway To Responsive Space

Julie Chen

Summary

Final work

Fashion Visual Merchandising and Branding student at LCF. Focused on visual strategy, spatial design, and brand identity across digital and physical environments. Interested in how culture shapes retail and storytelling.

Fashion Visual Merchandising and Branding student at LCF. Focused on visual strategy, spatial des...

College London College of Fashion

Course BA (Hons) Fashion Visual Merchandising and Branding

Graduation year 2025

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.

Final work

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Final Major Project – BA (Hons) Visual Merchandising & Branding, LCFA speculative exhibition concept reimagining Gareth Pugh’s avant-garde fashion through immersive technology and spatial storytelling. This project explores how digital environments, VR interaction, ...

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