Synesthesia

WORKSHOP

For the implementation of the new Armani Privé retail service, the brand wanted to unify all Marketing, Education, Retail Design, and Graphic services around a single direction.

The segmentation of the fragrance universe resulted in the creation of three main categories: the Heart related to emotion; the Mindset related to personality; and the Skin focused on medical and chemical aspects.

The proposal of experiences linked to these segmentations allowed us to structure and guide the creative proposals for a 4-hour session.

BIG IDEA

With the workshop session completed, Bweez developed creative ideas to create a strong and impactful concept, closely related to the emotional aspect:

• A multi-verse exploration of the senses

• A theme that would be realized through the creation of an immersive consultation where the client can navigate through sensory universes defined by sound, lights, and sensory visuals.

ARTISTIC DIRECTION

Private elegance required us to subtly work with forms and colors to create a refined and natural ambiance.

The natural ingredient is clearly highlighted by a dark environment and materials that emphasize transparency with a slightly frosted appearance.

The product is enhanced by motion work on its lines and contours.

ARTISTIC DIRECTION

We wanted to keep the square as a central element of our design. The signature features over 1,700 facets in constant motion, harmonizing the ambiance with a golden color and opening the space to a deep black.

The fragrance universes are highlighted by a focus on the ingredients, coupled with a dark environment and materials that play with transparency.

The product, the central piece of the display, is enhanced by motion work on its lines and unique contour.

USER TESTING

The organization of a Proof of Concept before deployment allowed us to test the application with a series of users and gather several insights for optimizing the experience.

Architectural elements, such as a low seating arrangement, required us to reposition assets to optimize readability.

The placement of the Beauty Advisor, sitting alongside the client, led to a graphic redesign of the tablet information to ensure better accessibility and fluidity in the interaction.

DEPLOYMENT

The first deployment of Synesthesia was officially launched during the Private Pop-Up at Dubai Mall for a period of 10 days. This opportunity allowed us to gather initial insights and analyses on the use of the application to optimize its features for an international rollout.

With an average of 15 sessions per day, the consultation has become an essential part of the Privé experience. It provides an attractive and effective tool for initiating interactions with clients, which has led to a significant increase in sales.